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Pricing practices of football and basketball clubs in Italy

Author

Listed:
  • Andreas Hinterhuber

    (Ca’ Foscari University of Venice)

  • Sara Viberti

    (Ca’ Foscari University of Venice)

Abstract

Revenue management is widely adopted across industries—except in the sports industry. In the context of the present study, we contact every single football and soccer club belonging to the top league in Italy—one of the world’s most successful football nations—and obtain responses from close to half of all clubs. We find that one-third of all football clubs apply revenue management, far more than basketball clubs. Basketball clubs rely heavily on fixed pricing, whereas soccer clubs use variable pricing or revenue management. Study data also suggest that perceived barriers to revenue management include a fear of alienating customers or perceived high implementation costs; since experiences of revenue management implementation are overwhelmingly positive, this study suggests that the fears of revenue management implementation are overblown. This study advances research on the practical implementation of revenue management in non-traditional industries and provides an encouragement for executives working in other industries to implement revenue management.

Suggested Citation

  • Andreas Hinterhuber & Sara Viberti, 2023. "Pricing practices of football and basketball clubs in Italy," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 22(3), pages 201-206, June.
    • Handle: RePEc:pal:jorapm:v:22:y:2023:i:3:d:10.1057_s41272-021-00330-1
    DOI: 10.1057/s41272-021-00330-1
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    References listed on IDEAS

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    1. Pascal Courty & Mario Pagliero, 2012. "The Impact of Price Discrimination on Revenue: Evidence from the Concert Industry," The Review of Economics and Statistics, MIT Press, vol. 94(1), pages 359-369, February.
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    3. Una McMahon-Beattie & Mairead McEntee & Robert McKenna & Ian Yeoman & Lynsey Hollywood, 2016. "Revenue management, pricing and the consumer," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 15(3), pages 299-305, July.
    4. Ian Yeoman, 2019. "When Revenue Management Algorithms go wrong!," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 18(2), pages 91-92, April.
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