Industry News

English football fans group issues dynamic pricing warning

Photo by Nelson Ndongala on Unsplash

A leading English football supporters’ group has warned clubs not to consider introducing dynamic pricing in the wake of the criticism that accompanied the Oasis on-sale.

Top-flight Spanish clubs Valencia and Celta Vigo have both started incorporating dynamic pricing into their sales model for this season. Valencia claimed to have the backing of the Spanish football authorities when they announced the changes in August.

Music fans have been critical of the utilisation of ‘surge’ pricing for the Oasis on-sale, with many claiming to be shocked when tickets they had secured were at a much higher figure when they came to checkout. Now the Football Supporters Association (FSA) has told clubs they will be met with resistance if they attempt to alter the traditional ticketing model.

“With impeccable timing after the Oasis fiasco, voices in football have started to float the idea of infecting football with dynamic pricing,” the FSA said in a statement.

“Never underestimate the potential for the most greedy owners in football to try and import terrible ideas from other industries to exploit supporter loyalty.

“Matchgoers are already mobilising against the recent wave of price rises and attacks on concessions. Any underhand increases will be met with enormous opposition.”

Valencia defends ticketing model

When announcing their dynamic pricing model, Valencia – currently bottom of LaLiga – said: “Following the global trend in shows, sporting events and entertainment, Valencia will join this practice, which has the support and technology of La Liga.

“Tickets will therefore go on sale at a base price, which could increase as the days go by. Buying your tickets early will ensure you get the best price.”

A spokesperson for Valencia supporters’ group Libertad VCF told BBC Sport: “We are radically against it. It is a strategy of pure speculation based on demand without taking into consideration that football fans are not simply customers who don’t care if they fly with Ryanair or British Airways.”

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