UK warning issued as football clubs introduce Ticketmaster-style ‘dynamic ticket pricing’
A warning has been issued after two football clubs confirmed they are introducing dynamic pricing similar to that used by Ticketmaster in the sale of tickets for the recently announced Oasis reunion tour.
Oasis tickets went on general sale last Saturday (31 August) with fans left waiting in a virtual queue for hours on end before finally getting through.
It was, though, a moment that was soured for some after tickets were listed as 'in demand' with costs well in advance of the £150 or so that was advertised for a standing ticket.
Instead of the £150, which fans had days to prepare for and work out if they could afford them, tickets were listed as £355 each.
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Those interested in buying tickets then only had minutes to decide if they would pay the 'in demand' price, with many buckling while others simply couldn't afford the extra £205.
The dynamic pricing system was used on Ticketmaster but not Gigs and Tours and See Tickets, where fans could also purchases tickets for the concerts in Cardiff, Manchester, London, Edinburgh, and Dublin.
Now, two football clubs in Europe have confirmed they are adopting the controversial pricing structure for their tickets.
And with that, a huge warning has been issued should any club think about doing the same in England.
Valencia and Celta Vigo, both playing out of Spain's premier football competition LaLiga, are bringing in the fluid pricing structure for this season's matches.
In a statement, Valencia said: "One of the new features for the 2024/25 season is the implementation of dynamic prices when purchasing tickets. Following the global trend established for shows, sporting events and entertainment, Valencia CF will use this practice that has the support and technology of LaLiga.
"Tickets will go on sale with a base price, which could increase as the days go by, subject to different parameters such as the occupation of the stadium area and the proximity of the date, among other factors. Buying your tickets early ensures you the best section and the best price."
In the UK, the Football Supporters Association (FSA) issued a warning against 'greedy owners in football' who might try to 'exploit supporter loyalty' in the English football pyramid.
In a statement, the FSA said: "With impeccable timing after the Oasis fiasco, voices in football have started to float the idea of infecting football with dynamic pricing.
"Never underestimate the potential for the most greedy owners in football to try and import terrible ideas from other industries to exploit supporter loyalty.
"Match-goers are already mobilising against the recent wave of price rises and attacks on concessions. Any underhand increases will be met with enormous opposition."
UK Prime Minister Sir Keir Starmer labelled the dynamic pricing of Oasis tickets as 'depressing' and said it will be looked in to as part of a review in to reselling tickets in the UK.
Culture Secretary Lisa Nandy said: "After the incredible news of Oasis’s return, it’s depressing to see vastly inflated prices excluding ordinary fans from having a chance of enjoying their favourite band live.
"This government is committed to putting fans back at the heart of music. So we will include issues around the transparency and use of dynamic pricing, including the technology around queueing systems which incentivise it, in our forthcoming consultation on consumer protections for ticket resales.
“Working with artists, industry and fans we can create a fairer system that ends the scourge of touts, rip-off resales and ensures tickets at fair prices."
Topics: Ticketmaster, Football, Europe, UK News, Sport, Money
Tom Earnshaw