Bloomberg News

Derby Offers Demand-Based Ticket Pricing in English Soccer First

June 13, 2012

Derby County, the 128-year-old English soccer team owned by a group of U.S. investors, said it will vary ticket prices for home matches next season according to demand in a first for England’s 92-club professional league.

Starting from the 2012-13 season, prices of single match- day tickets will fluctuate depending on factors including team performance, opponent, scheduling and the weather, the club said in an e-mailed statement.

Derby, which was bought by Rochester, Michigan-based General Sports & Entertainment LLC in 2008, said it has the support of England’s Football League to pioneer the initiative following similar moves by North American sports teams. The move will improve attendance and revenue next season, Derby Chief Executive Officer Tom Glick said in the statement.

“We believe we will entice new fans to Pride Park as well as offering more options to existing supporters,” Glick said.

Derby, which was relegated from the Premier League at the end of the 2007-08 season, had an average attendance of 26,020 at its 33,597-seat Pride Park Stadium last season, when it finished 12th in the 24-team Championship.

The Rams have won the English league title twice, in 1972 when coached by Brian Clough and again in 1975 when led by Dave Mackay. Clough’s son, Nigel, is the current manager.

To contact the reporter on this story: Dan Baynes in Sydney at dbaynes@bloomberg.net

To contact the editor responsible for this story: Christopher Elser at celser@bloomberg.net


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