Derby County First English Soccer Club To Offer Demand-Based Pricing

English soccer club Derby County will become the first sports team in the country to offer demand-based pricing. The policy, which is expected to be announced today, will begin with match tickets for its home fixtures from the start of the ‘12-13 season. The team said its goal is to attract new supporters through more flexible pricing, while offering more options for existing fans who attend games at Pride Park Stadium. The best-priced tickets will remain part of the team’s season-ticket package. Single-match ticket prices will fluctuate on a daily basis depending upon factors including market conditions, team performance, rivalries, day of the week and weather. The Rams are teaming up with ticketing company Digonex and its services through Tickets.com for single-match tickets. Derby County CEO Tom Glick said, “We are very excited about the positive impact demand-based pricing will have on both our attendance and revenue next season."