Making a case for the integration of the primary and secondary ticket markets for professional team sports in the United States

Abstract

Many sports properties have had great success entering into sponsorship deals with secondary ticketing companies. However, additional benefits are possible with a reshaping of the structure of primary and secondary ticketing markets. Specifically, fully integrating both primary and secondary markets can help sports properties reduce ticket fraud, monitor fan behaviour, significantly increase revenue in both markets and improve the overall fan experience. This paper details each of these benefits and provides suggestions for programme development and administration.

Citation

Drayer, J. (2011), "Making a case for the integration of the primary and secondary ticket markets for professional team sports in the United States", International Journal of Sports Marketing and Sponsorship, Vol. 12 No. 3, pp. 2-11. https://doi.org/10.1108/IJSMS-12-03-2011-B002