Athletic Ticket Pricing in the Collegiate Environment

An Agenda for Research

Authors

  • Craig A. Morehead Coastal Carolina University
  • Stephen L. Shapiro Old Dominion University
  • Timothy M. Madden East Carolina University
  • Lamar Reams Old Dominion University
  • Chad D. McEvoy Northern Illinois University

DOI:

https://doi.org/10.1123/jis.2016-0034

Keywords:

revenue generation, marketing, stakeholder theory, institutional theory, athletic administration, NCAA

Abstract

As pressure mounts for intercollegiate athletic departments to be more selfsufficient, administrators must respond by increasing generated revenues. Despite the importance of ticket sales in this endeavor, however, little is known about the underlying ticket pricing structures and policies used by National Collegiate Athletic Association (NCAA) institutions. Of the limited existing scholarship focused on managerial pricing decisions in the field of sport management, only professional sports settings have been addressed. Given the unique operational differences between professional and intercollegiate sport, this paper is designed to establish a foundation from which to build future research concerning the pricing of college sport tickets. The frameworks of stakeholder theory and institutional theory are proposed to ground future study in an attempt to strengthen our understanding of the process and behavior of price setting in intercollegiate athletics.

Author Biographies

Craig A. Morehead, Coastal Carolina University

Morehead is with the Department of Recreation and Sport Management, Coastal Carolina University, Conway, SC. Shapiro and Reams are with the Dept. of Human Movement Sciences, Old Dominion University, Norfolk, VA. Madden is with the Dept. of Management, East Carolina University, Greenville, NC. McEvoy is with the Dept. of Kinesiology and Physical Education, Northern Illinois University, DeKalb, IL.

Stephen L. Shapiro, Old Dominion University

Morehead is with the Department of Recreation and Sport Management, Coastal Carolina University, Conway, SC. Shapiro and Reams are with the Dept. of Human Movement Sciences, Old Dominion University, Norfolk, VA. Madden is with the Dept. of Management, East Carolina University, Greenville, NC. McEvoy is with the Dept. of Kinesiology and Physical Education, Northern Illinois University, DeKalb, IL.

Timothy M. Madden, East Carolina University

Morehead is with the Department of Recreation and Sport Management, Coastal Carolina University, Conway, SC. Shapiro and Reams are with the Dept. of Human Movement Sciences, Old Dominion University, Norfolk, VA. Madden is with the Dept. of Management, East Carolina University, Greenville, NC. McEvoy is with the Dept. of Kinesiology and Physical Education, Northern Illinois University, DeKalb, IL.

Lamar Reams, Old Dominion University

Morehead is with the Department of Recreation and Sport Management, Coastal Carolina University, Conway, SC. Shapiro and Reams are with the Dept. of Human Movement Sciences, Old Dominion University, Norfolk, VA. Madden is with the Dept. of Management, East Carolina University, Greenville, NC. McEvoy is with the Dept. of Kinesiology and Physical Education, Northern Illinois University, DeKalb, IL.

Chad D. McEvoy, Northern Illinois University

Morehead is with the Department of Recreation and Sport Management, Coastal Carolina University, Conway, SC. Shapiro and Reams are with the Dept. of Human Movement Sciences, Old Dominion University, Norfolk, VA. Madden is with the Dept. of Management, East Carolina University, Greenville, NC. McEvoy is with the Dept. of Kinesiology and Physical Education, Northern Illinois University, DeKalb, IL.

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Published

2017-06-01

How to Cite

Morehead, C. A., Shapiro, S. L., Madden, T. M., Reams, L., & McEvoy, C. D. (2017). Athletic Ticket Pricing in the Collegiate Environment: An Agenda for Research. Journal of Intercollegiate Sport, 10(1), 83–102. https://doi.org/10.1123/jis.2016-0034