Purdue University has announced a new system for pricing their football tickets they say is already widely used in professional sports and is now being adopted at the collegiate level. The athletics department will introduce dynamic pricing for single-game tickets this year. In the Big Ten Conference, it has been implemented previously by Northwestern and will be by Michigan this fall.
Purdue says dynamic pricing will not affect the John Purdue Club priority purchasing period that began June 20 and runs through July 14, adding to the value of JPC membership. It will begin when single-game tickets go on sale to the general public July 23. Prices will be adjusted in $5 increments and will not increase more than five times on any given day. Prices will not drop from their initial level, so fans are encouraged to purchase early.
A team of five Purdue students from the Krannert Experiential Initiative made the recommendation to utilize dynamic pricing, after compiling and analyzing single-game sales data from the last 10 seasons and sales from the secondary market over the last three years. They also talked with other universities that have implemented similar strategies. Moving forward, the university says dynamic pricing data will be used to help establish future single-game ticket prices to be more competitive with the secondary market.