Sport’s hypocrisy: Claiming to be inclusive while charging prohibitive ticket prices
Sport’s hiking of ticket prices for live sport is completely at odds with many of its marketing efforts and risks alienating future generations of would-be fans, writes Matt Readman. Last week, a BBC Sport investigation revealed just how sharply the cost of watching live sport has risen in the UK. Across the Ashes, the Open, [...]
The soaring cost of live sports tickets in the UK presents a stark contrast to the industry's claims of inclusivity, potentially alienating a new wave of fans, warns Matt Readman. A BBC Sport investigation revealed ticket prices for events such as the Ashes, Open, Wimbledon, Formula 1, Ryder Cup, and FA Cup have risen by an average of 90% in recent years, more than double the inflation rate.
Sports executives contend that rising costs are due to increased operating expenses, changing fan expectations, and reinvestment in grassroots sport. While these points are valid, it is clear that ticket prices are being elevated because the market allows it. The industry argues that prices are justifiable given the high demand, but this is a self-serving justification.
As ticket prices continue to climb, the sport risks spiraling out of control, alienating fans and limiting its potential audience. The argument that sports executives are simply taking advantage of their loyal supporters rings hollow, especially when considering the political implications. A recent DCMS report showed that adults from deprived backgrounds are only half as likely to attend live sports as those from affluent areas.
As the sport becomes increasingly exclusive, it risks marginalizing entire communities. Moreover, the concern extends to the younger generation, with 77% of parents believing screen time is reducing children's physical activity. By increasing ticket prices, sports potentially undermine their efforts to engage children away from screens and into live sport.
The hypocrisy is evident in how sports market themselves, often striving for modernization, inclusivity, and diversity. However, when ticket prices reach £430 for events like the Ryder Cup in Ireland, they reinforce the very stereotypes sports marketers aim to dismantle. The irony lies in the fact that ticket sales often account for a small portion of the total revenue generated by major sporting events.
Yet, the relentless pursuit of maximizing every last pound from a limited number of tickets threatens to turn these events into exclusive playgrounds for the privileged. This poses a significant danger – not just immediate fan exclusion, but the potential loss of future generations who may never feel these spaces are theirs.
Written by urgent.news from City AM's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
