{
  "id": 12834881,
  "title": "Leeds United consider AI-powered dynamic ticket pricing",
  "url": "https://urgent.news/2026/10/08/leeds-united-consider-ai-powered-dynamic-ticket-pricing",
  "topic": "culture",
  "section": "Culture",
  "published": "2026-10-08T09:28:53.000Z",
  "source": {
    "name": "City AM",
    "slug": "city-am",
    "url": "https://www.cityam.com/leeds-united-consider-ai-powered-dynamic-ticket-pricing/"
  },
  "original_language": "en",
  "account": "Leeds United's chairman Paraag Marathe has hinted at the possibility of implementing AI-powered dynamic ticket pricing at the Premier League club. Marathe discussed the idea during a sports industry conference at Stamford Bridge, suggesting that the club could use the technology to reward loyal supporters with lower ticket prices while charging more for casual fans. Dynamic pricing, similar to methods employed by the airline industry, would take into account factors such as fan frequency and transaction history to determine ticket costs. Marathe explained that the goal would be to make tickets more affordable for dedicated supporters or specific hospitality areas of the stadium. Dynamic ticket pricing has been controversially used in the past, such as during the FIFA World Cup in the United States, Canada, and Mexico, where prices initially soared into the thousands before being reduced to ensure full stadiums. Meanwhile, organizers of the 2028 European Championships, set to be held in the UK and Ireland, have explicitly ruled out dynamic ticket pricing for their event. The UK government, meanwhile, is hopeful that a forthcoming law banning ticket holders from profiting from secondary market sales will encourage organizations to offer tickets at more competitive prices. Marathe, who is also the president of 49ers Enterprises and vice chairman of Scottish club Rangers, noted that Leeds United currently uses tiered pricing based on their own estimations, but does not yet employ AI to make these decisions.",
  "summary": "Leeds United could introduce AI-powered dynamic ticket pricing to increase revenue at the Premier League club, its chairman has said. Paraag Marathe said the Elland Road club could reward loyal supporters with cheaper prices while pricing tickets for more casual fans at a higher mark-up. “There’s probably an opportunity to do it in a way [...]",
  "key_points": [
    "Leeds United may use AI for dynamic ticket pricing.",
    "Lower prices for loyal fans, higher for casual supporters.",
    "Opposed by 2028 European Championships organizers."
  ],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}