Leeds United chairman Paraag Marathe has revealed that the club could introduce AI-powered dynamic ticket pricing to increase revenue. The system could reward loyal supporters with cheaper tickets while charging more casual fans higher prices.
“There’s probably an opportunity to do it in a way that does increase revenue, but also makes it affordable for your most hardcore fans,”
Marathe told the sports industry conference Leaders Week London at Stamford Bridge.
“Off the pitch, something that I’ve been thinking about is pricing tickets in the stadium, doing dynamic pricing, similar to how the airline industry does it.
“Not just to maximise price, but if there’s a way to truly dynamically price based on how frequently your supporters attend, how much they transact and interact with the club, we can make it more affordable for those folks or for certain seats where it’s a little bit more of a hospitality or corporate area.”
Currently, Leeds United does not use AI for ticketing, relying instead on traditional fixed-tier pricing systems. The proposal has raised concerns among fans and supporter groups, who fear that dynamic pricing could place an additional financial burden on regular matchgoers and price loyal supporters out of attending games.
