Tickets too much? Try again later

We use it to purchase flights, hotel rooms and concert tickets — but can dynamic ticket pricing work in Irish sport? Alan Good examines an economic trend that’s taken off in the US

SPORTING teams and organisations should be a brand manager’s dream; how many brands are adored by their consumers with a near-cultish, lifelong passion?

There are downsides, too of course. ‘Normal’ brands don’t have to deal with constant fluctuations in their relationship with consumers, whose sense of ownership makes them incredibly sensitive. For sporting brands, everything from team selection, design of a new kit, player transfers and tactics impact on the fans’ relationship with the team.