Jan 11, 2014; Foxborough, MA, USA; New England Patriots fan Dan Jacobson wears a scuba mask and snorkel prior to the 2013 AFC divisional playoff football game against the Indianapolis Colts at Gillette Stadium. Mandatory Credit: Andrew Weber-USA TODAY Sports

New England Patriots Following the Detroit Lions’ Lead


The Detroit Lions became the first NFL team to put a variable pricing structure in place when they rolled out 2014 ticket information to their season ticket holders earlier this week. Now, they’ve been joined by the New England Patriots.

 

Significantly dropping the price of the two home preseason games and splitting the regular season slate into two levels is exactly what the Lions have done.

As I wrote earlier in the week, variable pricing allows the teams to capture more dollars that would have otherwise been funneled through the secondary market by charging more for marquee games. Slashing the price of preseason games means the teams can charge more for the regular season while maintaining a flat total package price to season ticket holders (not accounting for annual or semi-annual price increases).

Even after being slashed as a result of variable pricing plan, Patriots preseason ticket prices look like Lions regular season prices. The Lions have maintained their commitment to keeping ticket prices below league average.

 

Fans should expect many more, and perhaps all NFL teams, to follow suit in adopting variable pricing structures.

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