Variable ticketing for AFL games

AFL ticket prices could change right up to game day

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With the AFL to release its full pricing guide this afternoon, ticket prices for matches could change right up until game-day, with clubs having the power to change the price according to demand.

The AFL’s general manager for clubs and operations, Travis Auld, said the pricing structure, which Fairfax Media revealed in March 2015, would only affect the purchase of a daily ticket - it would have no bearing on club memberships.

A family ticket of two adults and two children will cost $50, general admission for an adult is $25, and children $5.

“We will release our full pricing this afternoon and we’ve worked really hard to focus on affordability. We’ll keep our general admission price at $25 for I think it’s the third year in a row now, kids at $5,” Auld told SEN.

"In some ways it doesn’t make sense that you set your prices six months out from a game and clubs want that flexibility to better price to suit their supporters … In some cases prices will go up and others it will go down depending on how the demand’s shaping up for the game.

“We will release prices this afternoon for each game, and then clubs will have the ability to change that price up or down between the release of those tickets right through to the game and that will depend on demand and that will be by category.”

Auld said clubs believed that this would help drive attendances, and that “the earlier you get in the better it will be”.

AFL Fans Association president Gerry Eeman was sceptical about the plan.

He said reducing prices for less popular games was positive, “but the fact is, most fans don’t want to attend these games”.

“Rather, the games that most fans want to attend, being the big games and blockbusters, will become even more expensive, especially for fans wanting to sit in decent seats,” he said.

“Whilst the AFL claims these changes are about affordability, we are very sceptical of this assertion. Rather, it would seem that this system is designed to maximise ticket revenue.”

Richmond, North Melbourne, Essendon and the Western Bulldogs are among the clubs said to be considering so-called “dynamic” ticketing, but Essendon has indicated it will not use the system to increase prices.

Kudos to the club for coming out and saying they wouldn’t increase prices… which was their only option under our current circumstances as they have to be seen to be best friends with the fanbase.

Wait until time has passed and water is under the bridge - no chance they will stick to this policy IMV. When we return to being contenders and are still playing at Etihad watch the matchday price go through the roof.

We’re home game members, I don’t often go to many away games, usually Carlton and maybe one or two others so shouldn’t impact too much for me. Expect the smaller clubs to drop prices to encourage crowds of greater than 8,000 however from what they were saying this morning the price changes can be up to $3 each way I think? (can someone confirm this?).

Anyway, what do people think? Good for the game? good for us? the first step down a slippery slope for fans?

didn’t read it, but I can’t wait for wide-spread outrage mid-season, only for the afl to say “we listen to the fans” and scrap the whole abomination that I’m sure it will be.

I don’t mind it.
It makes buying a reserved seat with your membership more important.
Worst case, the AFL membership will cover the entry fee which pretty much negates the price differences (assuming the cost of reserving a seat won’t change).

Buy early?

Even with the record tv rights deal, they couldn’t help themselves.

Didn’t the try this a year or two ago and there was about 231 different ticket options, until the ACCC stepped in said its bullshit?

I liked the differential ticketing — because it meant they actually sold the tickets you’d want at all times, rather than dribbling out rubbish areas over time. Perversely, many of my preferred locations were also cheaper than the standard crap they tried to force on you, before and after.

Didn't the try this a year or two ago and there was about 231 different ticket options, until the ACCC stepped in said its bullshit?
Yep. Similar: category A and B etc games. Only difference is now they reserve the right to change it up to game day.

I think it basically bombed last time, apart from anything else. Will probably bomb again, Ticketek and Ticketmaster can’t scratch their arses and breath at the same time so I doubt they’ll be able to do anything as difficult as changing prices.

Anticipate being booted out of your ticket-buying session 'cos they’ve changed the item you’re buying.