Champions League final: the evolution of ticket prices

The UEFA Champions League final between Borussia Dortmund and Real Madrid scheduled to take place in the iconic setting of Wembley Stadium represents the pinnacle of the European soccer calendar, attracting the attention of millions of spectators and fans. Every year, fans vie for tickets to witness this epic event live, and 2024 is no exception. In this article, we will explore how ticket prices for the Champions League final have evolved, what factors drive price changes, the role of dynamic pricing, and finally the added value of this strategy for both fans and organizers.

Ticket prices for Champions League finals have shown an upward trend in recent years. This escalation is mainly due to increased global demand and the growing popularity of soccer. Other factors, such as inflation, improved infrastructure and rising organizational costs, have contributed to these increases. For the 2024 final, the prices set by Uefa, whose official sale ended on April 16, varied significantly depending on the seat from €70 for tickets for fans of the two contending teams, up to category 1 tickets at €710 via two other bands of €187 and €500.

That of the Champions final is a separate matter, with prices set by the event organizer. In general, coupon pricing is a lever in the hands of individual clubs, which, increasingly, assign an initial value to the match for different sectors and ticket types, only to have it vary over the course of the pre-sale. These fluctuations are influenced by a number of factors including stadium capacity, teams on the field, competitive trends, and the public's ability to spend, and these are all factors that, thanks to available technologies, many clubs can take into account when setting prices, even going so far as to adopt a pricing strategy that is widespread in a number of sectors, first and foremost travel.

Dynamic pricing is a pricing strategy that adjusts prices in real time based on demand, availability, and other factors. This technique aims not only to increase prices, but to manage supply more effectively, ensuring fairness and maximizing revenue. Although it may seem like a tactic to increase earnings, when used correctly, it can actually provide benefits to both buyers and sellers by indicating a price that truly represents the value of the good or service at that particular time.

For the 2024 final, tickets sold out in less than an hour after going on sale, reflecting the high demand. On the secondary market, prices reached remarkably high figures, suffice it to say that two weeks before the event, prices on coupon resale sites ranged from 2,900 euros for the less prestigious sectors to nearly 15,000 euros for prime seats, marking increases of as much as 10 percent day by day. These sites, while offering a legitimate platform for resale, are often criticized for high commissions and the phenomenon of scalping, which sees entities or third parties buying large quantities of tickets, reducing the availability on the market already in the first hours of sale, to resell them at highly increased prices.

It is well known that the secondary market can often feature exorbitant pricing, especially for large-scale events such as the Champions League final. However, the effective implementation of dynamic pricing can mitigate this by better regulating the bidding during the initial sale and thus limiting opportunities for overpricing in the secondary market.
Dynamic pricing represents a revolution in sports event ticket management, offering tangible benefits for both clubs and fans. This strategy, based on intelligent algorithms and predictive analytics, allows clubs to adjust prices in real time in response to changes in supply and demand. Using this technology not only maximizes revenue from ticket sales, but also contributes to a more equitable and affordable distribution of coupons.
For clubs, dynamic pricing means being able to make the most of the full revenue from ticketing. Instead of suffering economic losses caused by speculative resale in the secondary market, clubs can maintain control over prices, ensuring that tickets are sold at a fair price in line with actual demand. This not only maximizes revenues at the direct sales stage, but also improves the ability to plan and forecast financially for future events.
For fans, dynamic pricing can transform access to tickets by making it fairer and more balanced. Through the use of this strategy, the practice of overpricing in the secondary market can be combated, giving true fans the opportunity to purchase tickets at reasonable prices. Ticket prices dynamically adjust not only to maximize profits, but also to respond to a principle of fairness, allowing more fans to attend events without having to pay exorbitant sums.