Major League Baseball's (MLB) San Francisco Giants introduced dynamic pricing to the sports industry in 2009, and researchers have been showing interest in this new pricing approach ever since. The currently available studies, however, either have pursued the subject solely from a managerial perspective or have focused exclusively on analyzing already-existent dynamic pricing models in MLB. This paper is the first study to apply the mathematical theory of dynamic pricing in order to design a dynamic pricing model for a sports club, Bayern Munich, in a country where this pricing approach has not been applied thus far. The necessary demand functions for the model are estimated based on an evaluation of the ticket auctioning on ebay.de that occurred throughout the second half of the 2013-14 Bundesliga season. Results suggest that the stadium attendees’ willingness to pay is significantly higher than Bayern Munich's current ticket price. Furthermore, a Monte Carlo simulation indicates that a dynamic pricing approach is significantly more efficient than an optimal fixed price approach.
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