AFL defends dynamic ticketing system

The AFL has defended its planned implementation of dynamic ticketing for the 2016 season, saying it is aimed at driving higher crowds for lower ranking matches.

A number of clubs will have the option of fluctuating reserved ticket prices up until the first bounce, dependent on the supply and demand of sales.

The AFL general manager of clubs and operations Travis Auld also stressed membership prices and general admission tickets, which will remain at $25, will not be affected by the trial.

“Both clubs and the AFL have a single-minded objective to get as many people to games as we can,” Auld told SEN.

“Clubs want the flexibility to better suit their supporters.

“What it means for a number of clubs is prices will go up and in some cases they’ll go down depending on the demand for the game.”

Clubs, including Richmond, North Melbourne, Essendon and the Western Bulldogs, will have the freedom to rise ticket prices by up to $3 at a time, for a maximum of four times.

It means the maximum overall increase for any match will be $12.

Essendon, have confirmed they will not use the system to increase prices, but only to drop them.

It comes after MCG clubs Hawthorn and Melbourne increased their top-tier prices from $65 to $70 last season.

The trial is likely to see prices fall for interstate matches closer to gameday, while ticket prices for the big Melbourne matches are expected to rise as they edge towards sell-outs.

The decision has angered a number of fans online, concerned that prices could drop after they have purchased them for a higher price.

“But then you don’t get asked for an extra $5 if it goes up either,” Auld pointed out.

“Our research indicates that in many cases it will be quite favourable to supporters.”

Auld also said fans of high-performing clubs such as Hawthorn would not consistently be slugged more than others, given attendances are still valued against lower-ranked teams.

“We want to drive demand. Clubs for the bigger games want to price them accordingly.

“But certainly for the smaller games we’ve got some big stadiums that we want to try and fill so we want to make the prices as attractive as we can.”

The season’s full list of original prices are set to be released on Wednesday afternoon.

* All Offers and Promotions posted in this article excludes NSW residents.
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