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Establishing legitimacy in the secondary ticket market: A case study of an NFL market

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  • Joris Drayer
  • Nathan T. Martin

Abstract

As a result of the occasional unethical business practices of its members, such as price gouging and ticket fraud, the secondary ticket market for sporting events has struggled to gain legitimacy from the perspective of leagues, teams, and consumers. However, as this industry has grown exponentially in the past decade with the advent of the Internet, entities that resell tickets have implemented several strategies for improving the negative images resulting from these unethical practices. As primary and secondary ticketing operations continue to merge through secondary market sponsorships, teams and other sport properties must carefully consider public perceptions of this market before determining their own level of involvement with it. Understanding what strategies the members of the secondary market use to repair and enhance these perceptions is the first step in making that judgment. The purpose of this study was to examine the legitimacy-building strategies in a National Football League (NFL) market for each segment of the secondary ticket market (scalpers, licensed ticket brokers, and secondary ticket market websites). Additionally, a new strategy for legitimacy-building (legitimacy acquisition) is also presented.

Suggested Citation

  • Joris Drayer & Nathan T. Martin, 2010. "Establishing legitimacy in the secondary ticket market: A case study of an NFL market," Sport Management Review, Taylor & Francis Journals, vol. 13(1), pages 39-49, January.
    • Handle: RePEc:taf:rsmrxx:v:13:y:2010:i:1:p:39-49
    DOI: 10.1016/j.smr.2009.09.003
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    Cited by:

    1. Steven Salaga & Jason A. Winfree, 2015. "Determinants of Secondary Market Sales Prices for National Football League Personal Seat Licenses and Season Ticket Rights," Journal of Sports Economics, , vol. 16(3), pages 227-253, April.
    2. Drayer, Joris & Rascher, Daniel A. & McEvoy, Chad D., 2012. "An examination of underlying consumer demand and sport pricing using secondary market data," Sport Management Review, Elsevier, vol. 15(4), pages 448-460.
    3. Christopher Huth & Markus Kurscheidt, 2022. "Season Ticketing as a Risk Management Tool in Professional Team Sports: A Pricing Analysis of German Soccer and Basketball," JRFM, MDPI, vol. 15(9), pages 1-18, September.
    4. Joris, Drayer, 2011. "Examining the effectiveness of anti-scalping laws in a United States market," Sport Management Review, Elsevier, vol. 14(3), pages 226-236, August.

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