Leeds United is considering the implementation of AI-powered dynamic ticket pricing to potentially increase revenue, according to the club's chairman, Paraag Marathe. This system could allow the Premier League club to offer more affordable tickets to loyal supporters, while more casual attendees might face higher prices.
Marathe discussed the concept at the Leaders Week London sports industry conference. He suggested that dynamic pricing, similar to that used in the airline industry, could be applied not only to maximise prices but also to make tickets more affordable for frequent attendees based on their interaction with the club.
Dynamic ticket pricing involves ticket costs fluctuating based on demand and proximity to an event. Marathe noted that while Leeds United currently uses tiered pricing, AI does not make the final decisions.