Ticket Pricing within the German Bundesliga

Seminar paper from the year 2016 in the subject Business economics - Investment and Finance, grade: 1,7, Pforzheim University, language: English, abstract: This work aims to assess whether German Bundesliga clubs can use dynamic pricing as a profit enhancing pricing tool in the future.

In Chapter 2, the reader will get an introduction to the German Bundesliga. The economic development of the German Bundesliga is presented and the current pricing system within the German Bundesliga will be analysed. At this point, the reader will be introduced into the different forms of price discrimination applied by the football clubs. Subsequently, the reader will be introduced to German football culture and, finally, ticket prices in connection with fan acceptance are pointed out.

In Chapter 3, Revenue Management, better known in sports context as dynamic pricing, will be introduced as future ticket pricing strategy. The reader will get basic information about Revenue Management, its field of application as well as the general conditions for its successful application. Then, the opportunities and threats of dynamic pricing for football clubs with both high and low capacity utilisation will be analysed. Additionally, a numerical example concerning a possible revenue maximisation through dynamic pricing for Bayern Munich will be presented.

The conclusion to chapter 4 will give an answer to the question of whether German Bundesliga clubs can use dynamic pricing as a profit enhancing pricing tool in the future as well as some recommendations for future research.