Jaguars introduce variable single-game ticket pricing

Kirby Lee-USA TODAY Sports

The Jaguars will introduce variable single-game ticket pricing for two home games when single-game tickets go on sale.

Jacksonville Jaguars single-game tickets will go on sale Friday, June 27 with a twist from past seasons. The Jaguars are going to be one of a handful of teams that utilize variable ticket pricing for single game tickets for two home  games this season, against the Pittsburgh Steelers and New York Giants.

What this means is, that the price of tickets for those two particular games will change based on the supply to meet the demand. According to an official team press release, these single game tickets will be higher than normal, and significantly higher than what a season ticket holder is paying on a per-game basis.

The average single game variable ticket price for the Steelers game on Sunday, Oct. 5, will be about 40 percent higher than the regular single game ticket price. For the Giants game on Sunday, Nov. 30, the average single game variable price is about 20 percent higher.

"In fact, the adoption of variable ticket pricing for single game purchases increases the value of Jaguars season tickets by including all games at the same lower price," Jaguars President Mark Lamping noted in an official press release. "As we have said, growing our local revenue is crucial. Increasing our average ticket price at the gate for select, high-demand games helps us achieve that goal while, at the same time, protecting the value our season ticket holders deserve."

The Jaguars have been attempting various creative ways to help spike their local and internal revenue, and it appears that variable ticket pricing is just another one of those methods.

It's worth noting that the Jaguars are using variable ticket pricing to their advantage, only increasing the cost of some very specific and sure to be popular games. Games against the Steelers and Giants will generally sell more tickets anywhere, because their fan bases stretch far and wide. Meanwhile, the Jaguars seem to be choosing not to use variable ticket pricing to decrease the cost of any tickets, which in turn does two things. First, it ensures more gate revenue from the two most popular home games and it further increases the value of season tickets, because season ticket holders get a discount on a per-game basis for their tickets and are unaffected by the variable price increase.

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