AFLFA press release: Some AFL Clubs increase ticket prices for low drawing games

The AFLFA has provided a press release regarding differential ticket pricing for low drawing games. The release is provided here verbatim.

 

Some AFL clubs increase ticket prices for low drawing games

 

AFL FANS ASSOCIATION (AFLFA): “GIVING FOOTY FANS A VOICE”



AFL clubs used dynamic pricing to increase reserved seat prices many more times than they decreased them in 2018, an AFL Fans Association investigation has revealed.

 

Some of those increases were for games with crowds as low as 14,389.

 

An AFLFA analysis of almost all 2018 games found that reserved seat prices advertised on the AFL Tickets Seat Pricing Guide rose 95 times but fell only 19 times. In total, 83 per cent of price movements were upwards.

 

Seven Etihad Stadium games (two hosted by North Melbourne, three by St Kilda and two by Carlton) saw reserved seat price increase despite crowds under 20,000. This included North Melbourne-Gold Coast, which had price rises in five categories of up to $5 for a crowd of just 14,389.

 

AFL Fans Association treasurer Ron Issko, who conducted the review, said the system was not working as promised for fans.

 

“The AFL told fans that dynamic pricing would see some prices increase for big games and decrease for low-drawing games,” Ron says. “Yet more than eight in ten reserved seat price movements are upwards and some clubs are raising prices for games that they know will attract a small crowd.

 

“There is no justification for increasing prices at Etihad Stadium games drawing less than 20,000.”

 

Dynamic pricing allows AFL clubs to adjust reserved seat prices up or down after posting an initial price at the start of the season. Increases can total up to $20, and prices can change until match day.

 

Certain clubs do offer special deals via email or social media that drop general admission (GA) and in some cases reserved seat prices. Some of these changes, such as the GA deals, are not included in the analysis as they did not appear on the official AFL Tickets Seat Pricing Guide.

 

Ron says not all fans have access to these deals as the details are not included on the official guide. He says many would also be unaware of price increases.

 

“Only the most vigilant fans would check reserved seat prices at the start of the season, which means most do not realise that they have increased,” he says. “The system should be more transparent, and clubs should not be able to charge more for games that are clearly not high-demand.

 

“The special deals that some clubs offer are great, but we are concerned that many fans miss out on these deals because they never find out about them.”

 

The attached spreadsheet details the price fluctuations of almost every 2018 AFL home and away game. Below are some examples. Adelaide, Gold Coast and West Coast did not use dynamic pricing.

 

More information on this release: Ron Issko Ph. 0477 035 333 Email: treasurer@aflfa.org.au

(Please Note: AFLFA president Gerry Eeman is overseas until 23 September and is not currently contactable for interviews.)

 

DYNAMIC PRICING EXAMPLES, 2018
Rd 1
St Kilda v Brisbane (crowd 23,731 at Etihad) 2 categories up by $9 and 1 down by $8
Rd 1 GWS v Western Bulldogs (crowd 10,454 in Canberra) 11 categories up by $2 to $17
Rd 2 Carlton v Gold Coast (crowd 28,025 at Etihad) 5 categories up by $5 to $8
Rd 2 North Melbourne v St Kilda (crowd 33,966 at Etihad) 7 categories up by $2 to $5
Rd 2 Brisbane v Melbourne (crowd 17,141 at Gabba) 7 categories up by $4
Rd 2 Western Bulldogs v WCE (crowd 22,868 at Etihad) 7 categories up by $4 to $11
Rd 3 Melbourne v North Melbourne (crowd 35,518 at MCG) 7 categories up by $5
Rd 3 St Kilda v Adelaide (crowd 19,324 at Etihad) 4 categories up by $3 to $5
Rd 4 Richmond v Brisbane (crowd 32,870 at MCG) 7 categories up by $3
Rd 4 Western Bulldogs v Sydney Swans (crowd 32,870 at Etihad) 7 categories up by $4 to $10
Rd 4 GWS v Fremantle  (crowd 11,356 in Canberra) 10 categories up by $4 to $9
Rd 5 St Kilda v GWS (crowd 14,956 at Etihad) 3 categories up by $5 1 down by $4
Rd 5 Carlton v WCE (crowd 27,900 at MCG) 7 categories up by $5 to $15
Rd 6 Western Bulldogs v Carlton (crowd 33,915 at Etihad) 7 categories up by $11 and 1 down by $25
Rd 6 North Melbourne v Port Adelaide (crowd 17,617 at Etihad) 5 categories up by up to $5
Rd 7 St Kilda v Melbourne (crowd 25,496 at Etihad) 7 categories up by up to $12
Rd 8 North Melbourne v Richmond (crowd 29,153 at Etihad) 7 categories up by $4 to $8
Rd 8 Western Bulldogs v Brisbane (crowd 20,865 at Etihad) 5 categories up by up to $8, 1 down by $15
Rd 8 Hawthorn v Sydney (crowd 32,784 at MCG) 9 categories by $10
Rd 8 Carlton v Essendon (crowd 44,669 at MCG) 9 categories up by $5 to $20
Rd 10 Hawthorn v WCE (crowd 28,077 at Etihad) 7 categories up by $5
Rd 11 Western Bulldogs v Melbourne (crowd 28,485 at Etihad) 7 categories up by $5 to $13
Rd 11 North Melbourne v Brisbane (crowd 22,133 at Etihad) 7 categories up by $2 to $8
Rd 12 St Kilda v Sydney (crowd 27,569 at Etihad) 6 categories up by up to $9 and 1 down by $22
Rd 13 Hawthorn v Adelaide (crowd 26,693 at MCG) 9 categories up by $5
Rd 13 Carlton v Fremantle (crowd not disclosed at Etihad) 5 categories up by $5 to $8
Rd 13 Geelong v Richmond (crowd 46,423 at MCG) 7 categories up by $5 to $20
Rd 14 Western Bulldogs v North Melbourne (crowd 26,301 at Etihad) 7 categories up by $5 to $13
Rd 15 Western Bulldogs v Geelong (crowd 29,499 at Etihad) 7 categories up by $4 to $11
Rd 15 Carlton v Port Adelaide (crowd 26,562 at MCG) 8 categories up by $5 to $10
Rd 15 Melbourne v St Kilda (crowd 38,910 at MCG) 7 categories up by $5
Rd 16 Brisbane v Carlton (crowd 21,074 at Gabba) 3 categories up by $4
Rd 16 North Melbourne v Gold Coast (crowd 14,389 at Etihad) 5 categories up by up to $5
Rd 17 Melbourne v Western Bulldogs (crowd 30,305 at MCG) 8 categories up by $5
Rd 17 North Melbourne v Swans (crowd 25,633 at Etihad) 7 categories up by $2 to $10
Rd 17 St Kilda v Carlton (crowd 33,780 at Etihad) 6 categories up by $2 to $13
Rd 18 Brisbane v Adelaide (crowd 20,475 at Gabba) 3 categories up by $4
Rd 20 St Kilda v Western Bulldogs (crowd 20,748 at Etihad) 6 categories up by $2 to $6
Rd 20 Carlton v GWS (crowd 16,697 at Etihad) 5 categories up by $5 to $8
Rd 20 Melbourne V Gold Coast (crowd 23,072 at MCG) 8 categories up by $5
Rd 22 St Kilda v Hawthorn (crowd 24,795 at Etihad) 5 categories up by up to $5 and 1 down by $22
Rd 22 Carlton v Western Bulldogs (crowd 24,143 at Etihad) 5 categories up by up to $11
Rd 23 Carlton v Adelaide (crowd 17,000 at Etihad) 5 categories up by up to $8
Rd 23 St Kilda v North Melbourne (crowd 19,866 at Etihad) 5 categories up by $5 and 2 down by $2 to $20

Stadium capacities: MCG 100,024, Etihad Stadium 53,359, GMHBA Stadium Geelong 34,000, Adelaide Oval 53,500, Optus Stadium Perth 60,000, SCG 46,000, Spotless Stadium Sydney 24,000, Metricon Stadium Gold Coast 25,000, The Gabba Brisbane 42,000, Blundstone Arena Hobart 19,500, University of Tasmania Stadium Launceston 21,000, UNSW Canberra Oval 16,000, Cazaly’s Stadium Cairns 13,500, Mars Stadium Ballarat 11,000.

 

Comments

  1. John Butler says:

    Good to have this information out there. Well done AFLFA.

    Though no one will be surprised to hear this.

  2. Must admit I am confused I get re supply and demand such as Anzac Day ( so prices increased obviously disagree with it ) but why increase prices for lower drawing games ?

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