Fan Perceptions of Dynamic Ticket Pricing in Professional Sports: The Impact of Transparency, Incentives, and Demographics

Dynamic Ticket Pricing (DTP) has become a widely implemented strategy in professional sports, allowing organizations to adjust ticket prices based on demand fluctuations. While DTP optimizes revenue generation for teams, its impact on fan perceptions, purchasing behavior, and loyalty remains a crucial consideration. This study examines the influence of age, gender, pricing transparency, and promotional incentives on fans’ perceptions of fairness, trust, and purchasing decisions within a dynamic pricing model. A total of 57 participants completed a survey assessing their attitudes toward DTP. Key areas of analysis included perceived fairness, willingness to pay for high-demand games, trust in pricing transparency, attendance decisions, and team loyalty. Statistical analyses, including descriptive statistics, independent samples t-tests, one-way ANOVA, and Pearson correlation analysis, were conducted to determine significant differences among the identified variables. Key findings indicate that while age significantly impacts willingness to pay for high-demand games, it does not significantly affect perceived fairness. Gender was not a strong predictor of willingness to pay higher prices. Pricing transparency demonstrated a strong positive correlation with trust (r = 0.72) and satisfaction (r = 0.68), highlighting the importance of clear communication in pricing strategies. Dynamic pricing also showed a moderate positive correlation with team loyalty (r = 0.58), suggesting that pricing structures influence long-term fan engagement. Promotional incentives significantly enhanced perceived fairness (r = 0.54) and increased game attendance (r = 0.66), reinforcing the role of promotions in improving the effectiveness of DTP models. These findings provide insights into how sports organizations can refine their ticket pricing strategies to enhance fan engagement while maintaining financial sustainability. By understanding the factors that shape fan perceptions of DTP, teams can implement more effective pricing models that balance revenue generation with long-term fan loyalty.