Forward contracts on sporting events

How should tickets for big sporting events be sold, in advance of information about which teams will play in them? American baseball's World Series, the NCAA's basketball Final Four, and other such events are elimination tournaments. So it is known well in advance that there will be some important games, but which teams will play (and hence which fans will most want to attend) is known only quite near the event.

This makes the market less thick than it might be far in advance, and requires fast market clearing once the relevant information becomes known. In turn, this opens the market to third party brokers, and scalping.

Contingent contracts might be a solution (e.g. a market in which I can buy a ticket to the World Series contingent on the Boston Red Sox being in the game).

Felix Salmon blogs about a paper exploring a related idea (because of a fear that contingent contracts might be regarded as repugnant): Selling forwards for sporting events.

"Preethika Sainam of Indiana University, along with two colleagues from Chapel Hill, has an interesting paper suggesting that sports organizations shouldn’t sell tickets to big sporting events, like the finals of the Final Four, where the teams who will be playing are unknown. Instead, they say, they should sell options to buy tickets at a certain price once it’s known who’s going to be playing. This system, they say, will raise more money in ticket sales, will make fans happier, and will reduce scalping.
The interesting thing is that reading between the lines of the paper, it seems that selling options is actually the second-best solution to these problems. The best solution would be to replace some (but not all) of the tickets with team-specific forwards, which expire worthless if that team doesn’t make the finals. That would allow the “team-oriented” fans to buy forwards rather than tickets which they might not want if their team fails to make it to the finals; it would allow “game-oriented” fans to buy tickets to the finals just like they can right now; it would mean that many more tickets could be sold in total (for the final match-up, you can sell 32 times as many forwards as there are seats), which would reduce the supply/demand imbalance which often drives scalping.
Professor Sainam, however, reckons that the forwards idea is a non-starter, for reasons of optics: she worries, she tells me, “that fans could perceive the league as profiting unduly from the situation”. And so the options option is the next best thing. "

HT: Steve Leider (on his way to Michigan).

Update on scalping

My old friend the sports economist Larry DeBrock writes to update my recent post on Scalping and intermediation:

"...the Cubs won a big lawsuit in 2003 after they set up a wholly separate firm “Premium Ticket Services” and transferred GREAT seats to them before opening tickets to the general public. They made some tremendous markups (reported to be 30 times face) on these seats.
Attached is the law review paper about this case.
Jasmin Yang, A Whole Different Ballgame: Ticket Scalping Legislation and Behavioral Economics?, 7 VAND. J. ENT. L. & PRAC. 111, 111 (2004)."

I can't resist adding that, long, long before Larry became Dean of the College of Business at the University of Illinois in Urbana Champaign (so long ago that it was still called the College of Commerce, and the Rand Journal was still the Bell Journal), he coauthored what I always hoped would become the definitive paper on strikes in major league baseball.

Scalping and intermediation

The resale of tickets for concerts and sporting events, at higher prices than those at which they were initially made available, is often regarded as "scalping," a repugnant transaction that is illegal in some states. (See e.g. Greg Mankiw's post about resales of Jay Leno tickets...)

But the lines are getting less clear, as artists and sporting venues try to make use of the secondary market themselves, to benefit from the higher prices enabled by discriminatory pricing:
Concert Tickets Get Set Aside, Marked Up by Artists, Managers .

"Less than a minute after tickets for last August's Neil Diamond concerts at New York's Madison Square Garden went on sale, more than 100 seats were available for hundreds of dollars more than their normal face value on premium-ticket site TicketExchange.com. The seller? Neil Diamond."

..."Secondary ticket sales are viewed by Ticketmaster, concert promoters and artists as one of the biggest -- yet thorniest -- sources for revenue gains. In 2006, Ticketmaster launched TicketExchange in response to pressure put on its profit margins by secondary-ticket sellers such as StubHub. But in doing so, it opened the company to criticism by ticket brokers, fans and politicians, who accuse the ticketing giant of profiteering and obfuscation.
Ticketmaster is moving to distance itself from some parts of the secondary ticketing market. It is in the process of hiring an investment bank to try to sell another resale service, TicketsNow, according to people familiar with the matter.
Virtually every major concert tour today involves some official tickets that are priced and sold as if they were offered for resale by fans or brokers, but that are set aside by the artists and promoters, according to a number of people involved in the sales."

One of the interesting things about this story is how Ticketmaster and the artists seek to put some distance between themselves and the secondary market. Luke Coffman (who you can try to hire next year), has a paper that seeks to understand this: Intermediation Reduces Punishment .

As part of his investigation into how people view economic transactions, he runs experiments that show that charging a high price through an intermediary may be seen as less blameworthy than charging a high price directly, even if going through an intermediary means that the ultimate price charged is higher than it would have been with a direct sale. And, he finds, this doesn't seem to result from confusion; apparently putting some distance between yourself and an act that may be regarded as blameworthy dilutes the blame, even in the eyes of observers who understand that you are doing it for that reason.

The "middleman" view of scalping gets some support from Trent Reznor of the band Nine Inch Nails (courtesy of Eric Crampton's blog Offsetting Behavior, for which HT to MR).

Luke will be talking about his work on intermediation, and related work on how people perceive the moral content of economic transactions, in our Experimental Economics class today.

Market for inauguration tickets, continued

Reports are that Last-Minute Tickets Are Scarce, as scalpers have relatively few tickets to sell. Many people with tickets to Obama's swearing in are apparently planning to attend.

"Senator Dianne Feinstein of California, who is chairman of the Joint Congressional Committee on Inaugural Ceremonies, has been trying to criminalize the scalping of Inaugural tickets. So far, only the Senate has passed her bill, which would make it a misdemeanor to sell or attempt to sell tickets to the swearing-in ceremony, punishable by up to $100,000 and up to a year in prison. But the bill isn’t going anywhere, unless the House suddenly decides to make it a priority in the next few hours.
Some places like eBay and its subsidiaries banned the sale of Inaugural tickets. But that hasn’t stopped other private ticket agencies, which are doing a fairly brisk business in tickets for other inaugural events, but not the swearing-in ceremony."