| Article ID: | iaor2017852 |
| Volume: | 16 |
| Issue: | 1 |
| Start Page Number: | 30 |
| End Page Number: | 39 |
| Publication Date: | Feb 2017 |
| Journal: | J Revenue Pricing Manag |
| Authors: | Huefner Ronald |
| Keywords: | marketing, management |
This paper examines the use of value‐based pricing by teams in the four major U.S. professional sports: football, baseball, basketball, and hockey. Much of the literature in value‐based pricing applies to industrial markets, while professional sports are primarily an individual consumer market. The web sites of all 122 teams in the four major sports were examined to determine the pricing policy for individual home games during the regular‐season. A large majority of teams have adopted value‐based pricing, and many have adopted the dynamic form of value‐based pricing.