How Marketing Strategies, Particularly Ticket Prices in the NBA, Affect Attendance and Revenue

Haoxiang Liu

doi:10.54254/2754-1169/2024.26820

Advances in Economics, Management and Political SciencesOpen access

How Marketing Strategies, Particularly Ticket Prices in the NBA, Affect Attendance and Revenue

Research Article

Open Access

How Marketing Strategies, Particularly Ticket Prices in the NBA, Affect Attendance and Revenue

Haoxiang Liu ^1*

¹ Guangdong Country Garden School

^*Corresponding author: hx080908@163.com

Published on 10 September 2025

AEMPS Vol.198

ISSN (Print): 2754-1177

ISSN (Online): 2754-1169

ISBN (Print): 978-1-80590-245-4

ISBN (Online): 978-1-80590-246-1

Download Cover

Abstract

Recently, the NBA has been increasingly gaining prominence and dominating the industry, with the primary revenue stream being gate receipts. Within this article, we explore the correlation between demand and attendance to the ticket price, physical confrontation, and the average game duration. We gather data from our offline survey on lectures, and following data processing, we input it into our algorithm and utilize the output, such as p-value and coefficient calculated by the computer for analysis. Additionally, we compile additional data to conduct segmentation, positioning, and generate a perceptual map, and excel to illustrate our findings effectively. Lastly, we amalgamate the segmentation and positioning with the analytical data results, which validate the findings in our literature review and also provide novel insights. We ascertain that ticket prices are inflexible to the demand, whereas the physical confrontation exhibits a negative correlation with the demand in males but a positive one in females. Furthermore, the duration of the game is positively correlated with the demand, albeit marginally, indicating that demand will not alter easily.

Keywords:

NBA, ticket price, correlation with demand, physical confrontation, duration of game

View PDF

References

[1]. Published by Statista Research Department and 24, J. (2024) Total NBA League Revenue 2023, Statista. Available at: https: //www.statista.com/statistics/193467/total-league-revenue-of-the-nba-since-2005/ (Accessed: 05 September 2024).

[2]. Coates, D., & Humphreys, B. R. (2007). Ticket prices, concessions and attendance at professional sporting events. International Journal of Sport Finance, 2(3), 161.

[3]. Huang, G., & Sun, Z. (2022). Research Based on the Operation of NBA Marketing Strategy. In SHS Web of Conferences (Vol. 148, p. 03058). EDP Sciences.

[4]. Hansen, H., & Gauthier, R. (1989). Factors affecting attendance at professional sport events. Journal of Sport Management, 3(1), 15-32.

[5]. Pifer, N. D., Mastromartino, B., & Zhang, J. J. (2020). Selling fun and making a fortune: an examination of Mark Cuban’s impact on sport and business. Sport in Society, 23(9), 1535–1545. https: //doi.org/10.1080/17430437.2020.1723833

[6]. NBA Fan Demographics (no date) SponsorPulse. Available at: https: //www.sponsorpulse.com/insights/the-sponsorpulse-guide-to-nba-fan-demographics (Accessed: 05 September 2024).

[7]. Your ticket to sports games, concerts & live shows so fans can fan (no date) SeatGeek. Available at: https: //seatgeek.com/ (Accessed: 05 September 2024).

[8]. Admin (2024a) How long do sports go for?: Time length of different sports, The Midfield. Available at: https: //themidfield.com/betting-news/different-sports-time-lengths/ (Accessed: 25 October 2024).

References

[2]. Coates, D., & Humphreys, B. R. (2007). Ticket prices, concessions and attendance at professional sporting events. International Journal of Sport Finance, 2(3), 161.

[3]. Huang, G., & Sun, Z. (2022). Research Based on the Operation of NBA Marketing Strategy. In SHS Web of Conferences (Vol. 148, p. 03058). EDP Sciences.

[4]. Hansen, H., & Gauthier, R. (1989). Factors affecting attendance at professional sport events. Journal of Sport Management, 3(1), 15-32.

[6]. NBA Fan Demographics (no date) SponsorPulse. Available at: https: //www.sponsorpulse.com/insights/the-sponsorpulse-guide-to-nba-fan-demographics (Accessed: 05 September 2024).

[7]. Your ticket to sports games, concerts & live shows so fans can fan (no date) SeatGeek. Available at: https: //seatgeek.com/ (Accessed: 05 September 2024).

Cite this article

Liu,H. (2025). How Marketing Strategies, Particularly Ticket Prices in the NBA, Affect Attendance and Revenue. Advances in Economics, Management and Political Sciences,198,303-310.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of the 3rd International Conference on Financial Technology and Business Analysis

ISBN: 978-1-80590-245-4(Print) / 978-1-80590-246-1(Online)

Editor: Ursula Faura-Martínez

Conference website: https://2024.icftba.org/

Conference date: 4 December 2024

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.198

ISSN: 2754-1169(Print) / 2754-1177(Online)

© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license. Authors who publish this series agree to the following terms:

1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.

2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.

3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open access policy for details).