Blackburn Rovers launch new 'dynamic' pricing structure

9:00pm Thursday 2nd September 2010

By Andy Cryer

BLACKBURN Rovers have reduced prices to £10 for their next home game against Fulham – and they have announced plans to vary the cost of tickets throughout the 2010/11 season.

Rovers’ next match at Ewood Park sees Mark Hughes return to East Lancashire with his new Fulham side for a Premier League clash on Saturday, September 18 at 3pm.

It has been announced that tickets in all areas of the stadium will be available at £10 for adults and £5 for concessions.

In previous seasons Rovers banded their fixtures into price categories for matchday tickets, depending on the opposition.

But the club have now unveiled plans to vary prices throughout the current campaign based on a number of different factors.

The ‘dynamic pricing policy’ will see prices adjusted depending on the day of the week the match is played on, the ‘attractiveness’ of the opposition, how crucial the match is in terms of league position, whether the game is live on television and even the weather forecast.

Simon Williams, head of commercial and marketing, said: “We are constantly trying to find ways to make watching football at Ewood Park as attractive and appealing as possible.

“The move to introduce ‘dynamic pricing’ comes after discussions with supporters.

"Feedback to our research has provided us with a clear understanding of the many factors which determine whether someone attends or not.

“Our objective is to get as many people here as possible as we strive to continue our magnificent home form and we believe ‘dynamic pricing’ will help to achieve that.

“It is a real innovation in top class football and we hope people are as excited as us at the concept and the possibilities.

“We cannot control the weather, but we can take into account some of the other factors involved and this will affect our pricing of each particular game.”

“The Fulham fixture is not on television and it carries a 3pm kick-off time on a Saturday.

"Historically, it does not produce one of our bigger attendances and we felt it was a perfect chance to launch dynamic pricing.

"We hope we can generate a bigger-than-average crowd for this fixture which will, in turn, create a great atmosphere for what should be a cracking game.”