Dynamic pricing is heading for football as major European club introduces new rules

Could this be the start of major changes?

Dynamic pricing is heading for football as a major European club have introduced new rules.

Defined as 'product pricing based on various external factors, including current market demand, the season, supply changes and price bounding.', dynamic pricing has been widely avoided in some areas of football.

With dynamic pricing, product prices continuously adjust – sometimes in minutes – in response to real-time supply and demand.

Spanish giants Valencia are now adding 'dynamic pricing'.

This would mean increasing ticket prices - often many times over - with the help through the 'support and technology of La Liga'.

It has been described as 'a very slippery slope which is simply a dreadful development for match-going fans', when reported by The Athletic journalist Colin Millar.

A statement on Valencia's website read:

"One of the new features of the 2024-25 season will be the implementation of dynamic pricing for ticket purchases. Following the global trend in shows, sporting events and entertainment, Valencia CF will join this practice, which has the support and technology of LALIGA.

"Tickets will therefore go on sale at a base price, which could increase as the days go by, always subject to various parameters such as the occupancy of the stadium area and the proximity of the date, among others.

"Buying your tickets early will ensure you get the best price! Plan ahead and get your tickets in the best area and at the best price. Prices can be viewed online."