Australian Football League's Dynamic Ticket Pricing For Blockbuster Games Put On Hold

The Australian Football League "has decided against a trial of variable ticket pricing at blockbuster games this year," according to Eliza Sewell of the HERALD SUN. Instead the league "will focus on a better deal for low-demand games in a bid to increase attendance." The league had flagged the "variable pricing" concept in an equalization discussion paper sent to clubs in January under the heading "New revenue generation." Under the strategy, premium seating at nominated big matches "would cost more." The AFL said that "there could be up to 10 seat price categories for blockbusters." Instead, the league is expected to announce as early as Thursday "a trial of a new ticketing system at six low-demand games this year." Under the trial, supporters "will be given a free upgrade on a basic seat where available" (HERALD SUN, 4/18).