The Big Idea

Past, Present, and Future of Ticket Sales

The efforts to maximize ticket revenue have gone through several stages and are poised for the next one.

The art and science of ticket sales keeps advancing. Understanding how it’s evolved and where it’s headed may help advance your ticketing strategy.

Past

There are records of tickets for events dating as far back as ancient Rome, but the first sporting event in the US to charge admission was a horse race held at the Union Course in Long Island, NY, on May 27, 1823. But before ticketing could become widespread in US sporting culture, one thing had to come first: the stadiums themselves. The construction of stadiums was key to the rise of ticket sales as they allowed more people to attend and watch the games while blocking those without a ticket from a clear view of the action.

In the early part of the 20th century, the main innovation in maximizing ticket revenue was simply size. Aided by advances in steel and cement, larger stadiums that fit more people were built across the country. In 1926, Soldier Field in Chicago became the first stadium to hold over 100,000 people for the Army/Navy football game.

While there were limited box seats in some early ballparks, they weren’t a substantial part of either the architecture or revenue of teams at the time. Premium seating increased slowly until it took a leap forward with the new Dodger Stadium in 1962. It offered premium seating behind home plate and in the main seating bowl, with club-level seating, waitress service, and an enclosed environment. The Houston Astrodome built on that by introducing the first luxury suites in 1965, though they lacked a view of the field.

Present

Premiumization escalated as a major feature of both stadium design and revenue maximization from the 1980s to the present. Premium seating started as a status symbol to draw attention to teams and their stadiums. But it transformed into a way to harness corporate and high-net-worth fan dollars to drive increasingly higher revenue per square foot. The standard stadium today has multiple variations of luxury suites, club seating, VIP lounges, and restaurants. These options created multiple higher pricing tiers for teams. By adjusting pricing between seating options and attaching different benefits to different seats, teams have more ways to raise or lower prices to fit demand.

More recently, teams followed the aviation industry by implementing dynamic pricing. Teams long had variable pricing, where different prices were set depending on static factors like day of the week. With dynamic pricing, teams automatically adjust prices based on real-time factors like how far in advance the ticket is being purchased, the quality of the visiting team, or the weather. Ticket resellers aggressively instituted dynamic pricing, and teams followed suit. New companies like Qcue, Tillion, and Victory Live provide teams with AI-enabled software to manage ticket prices. Many teams lagged in implementing dynamic pricing because their ticketing partner was Ticketmaster, which was initially slow to adopt the technology. Now, most Big Four pro teams have some form of it, and colleges are increasingly adopting it as well. There is some lingering resistance to full-scale implementation for fear of creating an impression of price gouging, not unlike the reactions to Uber surge pricing. But when implemented to maximize attendance, it can result in cheaper tickets for fans as well.

We previously wrote about the rise of the premium seat; check it out here.

Future

The next step in ticket pricing is personalization. If dynamic pricing is built around the real-time information around the game, personalization goes further by leveraging real-time information about the ticket buyer. For example, you might offer a different price to buyers coming in for a game from out of town based on the assumption that this is a special event for them. A team could offer upgraded seats for an incremental charge in combination with an offer on team merchandise. The Cleveland Cavaliers' loyalty program, as outlined in an SBJ article, is a step in that direction. Cav’s fans can opt into a program that not only tracks their in-stadium spending, but also their spending on Cav-related or sponsor products outside the stadium. That gives the Cavs more data on their loyalty members from which to craft unique personalized offers.

Application

There are three things you can do to understand where you should take your ticket strategy

1. Understand your opportunity - You shouldn't worry about building a personalization engine if you’re working to fill a lot of empty seats. Understand if your biggest opportunity is selling more seats or getting more revenue from the seats you already fill.

2. Audit Your Ticketing Tech Stack - The sophistication of your programs is enabled by the sophistication of your systems. While there can be many pieces, the core ingredients are the ticketing system you use to manage inventory and sales, the CRM system you use to track fans, and the ability for those systems to communicate. You may not be taking advantage of all the features available to you, or you may have systems that are holding you back.

3. Test and Measure - As with all successful innovation, the key is to set objectives, measure, and learn. The LA Clippers experimented with a season ticket variation they dubbed The Wall, which Sportico says has been very successful. It was designed and tweaked in an effort to find ways to tap into the loyalty of die-hard fans who don’t have the means to afford premium season tickets. 

Marketing

The Caitlin Clark Effect

The WNBA is experiencing a seismic shift, and its epicenter is undeniably Caitlin Clark. The Indiana Fever rookie has not just brought her record-breaking talent to the professional stage; she's ignited a commercial firestorm that's reshaping the league's economic landscape. A brilliant piece of branding by the Fever, the "Every Game is a Home Game" merchandise line, perfectly encapsulates this phenomenon, as road arenas transform into sold-out spectacles, heralding a potential valuation boom that promises to enrich every team owner in the WNBA.

From Slogan to Sell-Outs: The "Every Game is a Home Game" Strategy

The Indiana Fever's marketing team has masterfully captured the essence of Clark's widespread appeal with their "Every Game is a Home Game" campaign and associated merchandise. The "SOLD OUT Tour T-shirt," often seen in vibrant red, has become a ubiquitous symbol of this new era. As the Fever Team Store proudly states, "Every game is a home game for the Indiana Fever. No matter where you're located, you can show your support."

Retailer AshBubble, which also sells a version of the popular tee, describes the "Every Game is a Home Game Shirt" as more than just apparel; it's a "rallying cry" and a "statement of dominance." The back of these shirts often resembles a concert tour tee, listing cities and dates from the Fever's "sold-out 2025 run," complete with a bold "SOLD OUT" stamp. This branding isn't just clever marketing; it's a reflection of reality. Arenas across the country are witnessing unprecedented demand when Clark and the Fever come to town, effectively turning road games into de facto home games in terms of crowd energy and ticket sales.

Record-Breaking Demand: The Numbers Don't Lie

The "Caitlin Clark effect" on ticket prices and attendance is staggering. Her much-anticipated return to Iowa for an Indiana Fever preseason game against the Brazil National Team at Carver-Hawkeye Arena set new benchmarks. According to Sports Illustrated, resale ticket prices for this game soared to an average of $670, the highest for any WNBA game since 2015. Hawk Central reported a similar average resale price of $440, noting it as the most expensive ticket for any game Clark has ever played, collegiate or professional. Some high-end tickets even fetched upwards of $1,750, as highlighted by Yahoo Sports. The game drew nearly 15,000 fans, a testament to her drawing power.

This surge isn't limited to special events. The average price for Indiana Fever home and away games has significantly increased. This heightened interest directly impacts the financial health and valuation of WNBA franchises. Sportico's inaugural list of WNBA team valuations in June 2024, as reported by Bleacher Report, saw the Las Vegas Aces valued at $140 million and the Seattle Storm at $135 million. Clark's Indiana Fever ranked 6th, while Angel Reese's Chicago Sky, also benefiting from a star rookie, came in 5th with a projected worth of $95 million. An expert cited by the Los Angeles Times even suggested Clark is responsible for a "huge chunk" of the WNBA's estimated $200 million annual revenue.

A Rising Tide Lifts All Boats: Why Every Owner Wins

While the Indiana Fever are immediate beneficiaries, the ripple effect of Clark's stardom extends across the entire WNBA. Every sold-out arena, every new television viewer, and every merchandise sale contributes to the league's overall growth and appeal. Visiting teams see a surge in ticket sales when the Fever play in their city, boosting their revenue. The increased national attention also elevates the WNBA's profile, making it more attractive to sponsors and broadcasters.

The WNBA's current media deal, reportedly worth a modest sum, ends in 2025. A new deal, set to begin in 2026, is valued at a significantly higher $2.2 billion, or $200 million per year, according to IndyStar. This substantial increase is undoubtedly fueled by the excitement and viewership numbers that stars like Clark are generating. As Chris Wilson of Sports Illustrated astutely noted, "With Caitlin Clark’s market magnetism serving as catalyst, the league appears primed to expand its fan base, deepen corporate partnerships, and negotiate elevated media-rights deals—indicating a growth path that could narrow the gap with major sports leagues in the years ahead."

This collective benefit means that the true financial winners of Caitlin Clark's success are not just the Indiana Fever's ownership but the owners of every single WNBA team. Their franchise valuations are poised for significant appreciation as the league enters this new era of popularity and profitability.

This transformative period for the WNBA draws compelling parallels to the NBA in the late 1970s and early 1980s. The arrival of Magic Johnson and Larry Bird injected unparalleled excitement and rivalry into a league that was struggling for mainstream attention. Their talent and charisma didn't just elevate the Lakers and Celtics; they revitalized the entire NBA, leading to increased television ratings, sponsorship deals, and ultimately, a dramatic rise in franchise values across the board.

Caitlin Clark, alongside other exciting talents like Angel Reese, appears to be playing a similar role for the WNBA. They are not just individual stars but catalysts for league-wide growth. The narrative is compelling: a new generation of talent is capturing the public's imagination and, in doing so, fundamentally changing the business of women's professional basketball.

The Future is Bright (and Profitable)

Despite their immense impact, players like Caitlin Clark and Angel Reese earn relatively modest WNBA salaries, around $76,000 in Clark's case, as reported by NBC10 Philadelphia. This disparity between player earnings and the revenue they generate underscores the significant financial upside for team owners. As the league's revenue streams expand through ticket sales, merchandise, and lucrative media rights, the return on investment for WNBA franchise owners is set to soar.

The "Every Game is a Home Game" mantra is more than just a catchy slogan; it's a powerful indicator of the WNBA's burgeoning financial strength. Led by transcendent talents like Caitlin Clark, the league is not just growing – it's booming, promising a prosperous future for all stakeholders, especially the team owners who stand to reap the rewards of this electrifying new chapter

By The Numbers

Numbers That Jumped Off the Page

6.6 million- The NBA’s improved ratings streak continues with Game 7 between the Warriors and Rockets from last Sunday. The make-or-break game drew 6.6 million viewers, the most-watched first-round Game 7 on cable since 2009 (Bulls vs. Celtics).

$928 Million- The Big Ten is reportedly outpacing the SEC in the financial marathon to the $1 billion in revenue, reporting a staggering $928 million in revenue for 2023-24. That's a lot of tuition... or TV money!

$6.53 Billion- No surprise here, but Real Madrid is king of the cash mountain, leading Sportico's list of the top 50 most valuable soccer clubs, which are collectively worth a mind-boggling $86 billion. That's enough to buy a lot of halftime oranges.

Pulse Check

Last week, we asked Beyond the Sideline readers, “What's the worst trend in sports currently?” Here’s what they thought.

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