2024
DOI: 10.1108/sbm-03-2024-0026
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Do uncertain outcomes matter for ticket prices? Examination of the National Football League's secondary ticket market

Yo Han Lee,
Yoon Tae Sung,
Hoyoon Jung

Abstract: PurposeThis study examines the impact of outcome uncertainty on the National Football League (NFL) secondary ticket market prices. As a demand-driven market, it is essential to comprehend how resellers respond to outcome uncertainty, one of the consumer demand factors in sports.Design/methodology/approachUsing real-time ticket prices and money lines as a proxy of the probabilities of winning, this study employs a regression analysis and examines 33,554 price observations from the NFL’s secondary ticket market … Show more

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