Abstract
The purpose of this descriptive study was to investigate ticket-pricing strategies in the National Football League (NFL). Subjects consisted of the entire population of individuals responsible for ticket operations in the NFL. An electronic questionnaire was developed with questions regarding the process used to establish ticket prices in the NFL. A 10-item Likert-type scale was selected, which utilized a closed-question format. A response rate of 61% was achieved when 19 of the 31 questionnaires were returned, and data indicated that team performance was the most significant factor in establishing ticket prices. Other factors, in order of importance, were revenue needs of the organization, public relations issues, toleration of the market regarding price increases, fan identification, and the average league ticket price.
Get full access to this article
View all access options for this article.