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Industry News

AFL criticised over rising ticket prices

The Australian Football League’s (AFL) decision to decentralise ticketing is leading to higher costs, according to fans angry at recent hikes.

Aussie rules team Essendon is the latest to have been criticised by fans over the cost of match tickets.

According to Australian ABC news website, AFL Fans Association president Gerry Eeman said reserved seats for the traditional Anzac Day match between Essendon and Collingwood were “significantly dearer than last year”.

Since 2016, tickets have increased by up to 80 per cent, costing around A$30 (£18/$22.5/€21) more than last year’s prices, Eeman said.

Ahead of last season, the AFL introduced its dynamic ticketing model where the league does not control ticket prices. The individual teams are therefore able to set ticket prices and increase them by up to A$3 at a time on as many as four occasions in an effort to drive fans to buy seats early.

Eeman said that clubs have used dynamic pricing “moderately” until this year.

“There’s a significant increase this year as to how clubs are using it,” Eeman said. “The AFL has given the cookie jar to the kids … and of course the kids are putting their hands in.”