Optimising match ticket prices for Women’s Football

Applying PSM and Gabor Granger to help The FA set ticket prices

CHALLENGE

With the rapid rise in popularity of women’s football, The FA wanted to ensure that match ticket pricing was optimised to maximise attendance, ensuring that fans weren’t priced out of the market, whilst also ensuring that pricing didn’t undermine the value of the event itself. Pricing research was needed to identify the optimum price for match tickets in the context of attendance figures.

 

SOLUTION

Bonamy Finch designed an ad hoc study employing a Price Sensitivity Measure (PSM) to identify perceived price thresholds among supporters of the women’s game, alongside a Gabor Granger to understand the likely interest in tickets at a range of price points. The research design also allowed analysis of results by different showpiece matches (e.g. Women’s FA Cup Final) and different venues.

 

RESULT

This work has helped inform and influence pricing for Women’s FA Cup and England games, ensuring the right balance between fan attendance and commercial goals. It contributed to the achievement of a record attendance of over 25,000 fans at the England v Wales fixture in April 2018.

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This work has been hugely influential in helping to increase attendance at, and value from, Women’s football.

 

Ross Antrobus

Head of Consumer Insight, The Football Association

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PRODUCT & SERVICE OPTIMISATION

+44 (0)1932 808295

 

Coveham House

Downside Bridge Road

Cobham

Surrey

KT11 3EP

United Kingdom

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© Bonamy Finch Marketing Services Ltd 2018. all rights reserved.

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+44 (0)1932 808295

 

Coveham House, Downside Bridge Road, Cobham, Surrey,

KT11 3EP, United Kingdom

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