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Case STUDIES
Volume 2 Case Study 3
IN SPORT MANAGEMENT
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Selling to Visiting Fans at the Expense
of Home Field Advantage
James T. Reese, Jr.
Mark A. Dodds
SUNY Cortland
Brett Burchette
RI
Drexel University
BU
Drexel University
J.P. Lutz
Drexel University
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Keywords: Ticketing, reseating, ticket sales, marketing, event operations, college athletics, North America
Ticket Operations Case Study
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After eight years on staff, Katie Harris was recently promoted from director of ticket operations to a new
position as associate athletic director at Montgomery University (MU). Several months into her new position,
Katie is faced with a difficult challenge. Several thousand fans from conference rival Bucks State College
(BSC) attended a men’s basketball game at the 15,000-seat MU Convocation Center. The large presence of
BSC fans did nothing worthy of ejection, but was able to negatively impact the experience for many MU fans.
MU’s high profile men’s basketball coach contacted the director of athletics requesting if something could be
done to reduce the impact of visiting fans. Though the coach understands that dealing with opposing fans is
part of sport, even on a team’s home court, the environment has become a distraction for coaches, players, and
many significant athletic department donors who pay premium prices for season tickets. The coach received
complaints from numerous supporters indicating that unless something is done they are considering cancelling their season tickets. Though complicated by logistics, financial, and legal consequences, Katie has been
asked to research the issue and share recommendations for policy development.
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Katie Harris has been the director of ticket operations at Montgomery University (MU), a private Division I athletic
department, for the last 8 years. Her outstanding performance recently resulted in a promotion to associate athletic
director. Due to her expertise in ticketing, one of Katie’s responsibilities as associate athletic director will be overseeing ticket operations at MU.
Katie has seen several significant changes in the discipline of ticketing since she broke into the field as an intern.
One of the significant changes has occurred in the area of technology. What used to take a large staff months to
accomplish can now be completed in a matter of days with state-of-the-art ticketing software and fewer employees.
The emergence of ticketing software has also allowed fans greater access to tickets. Fans no longer need to drive to
a box office to purchase tickets. Tickets may be purchased online, transferred via smart phone, or printed at home.
James T. Reese, Jr. Ed.D., is an associate professor at Drexel University. Mark A. Dodds, J.D., is an associate professor at SUNY
Cortland. Brett Burchette is an assistant teaching professor at Drexel University. J.P. Lutz is an adjunct professor at Drexel University.
This content is copyright © Human Kinetics, Inc. and is not to be distributed, disseminated, or reproduced without permission.
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Some new arenas can even scan ticket bar codes right from emails on a cell phone at entrance gates. In addition,
tickets that sometimes went un-used may now be re-sold and redistributed to other fans sometimes only minutes
before a game.
Another significant change is the increase in attendance by visiting fans. Historically, some institutions have a
history of bringing large groups of fans to away athletic events (Perry, 2011). However, since the introduction of technology into ticketing, and more convenient and efficient access to tickets, fans from many more teams now travel to
away games. Visiting fans sometimes rival home fans in terms of attendance, eliminating what is normally considered
a home field advantage (Housenick, 2012). At some institutions, a large number of tickets would not be available for
visiting fans. However, during the last several years, with attendance down, MU has averaged approximately 7,000
fans per game for men’s basketball games at the 15,000-seat MU Convocation Center. Such attendance figures provide
a significant number of tickets per game for visiting fans.
Two months into her new position, MU hosted conference rival Bucks State College (BSC) in a men’s basketball
game. The distance between BSC and MU is approximately 300 miles, normally a five to six-hour drive. Not only
did BSC bring approximately 2,000 fans to the event, but through the secondary ticket market, several of BSC’s
most outrageous fans were able to secure seats a few rows behind the MU team bench. The section behind the MU
team bench is typically reserved for the most loyal MU fans that pay large sums of money to support the department of athletics. The fans did nothing worthy of ejection, such as fighting, using profanity, etc., but were still able
to negatively impact the experience for most MU fans in the section and provide an emotional boost for their team.
An investigation revealed that a donor with season tickets behind the MU team bench gave his four tickets to
a friend for the game against BSC. The friend had someone cancel at the last minute and sold the extra seats to a
ticket broker several hours before the game. The BSC fans were able to purchase the tickets through a ticket broker
for $100.00, which is above the face value of the ticket. BSC fans in the arena were inspired by the fans behind the
MU bench to be as loud as possible and were effective in eliminating MU’s home court advantage. BSC won the
game in overtime triggering hundreds of phone complaints the next day about the BSC fans. In addition, MU’s high
profile men’s basketball coach contacted the director of athletics asking for something to be done about visiting fans.
Though the coach understands that dealing with fans from opposing teams is part of the mental nature of sport, the
heckling has become a distraction for coaches, players and high profile athletic department donors who pay premium
prices for season tickets. The coach has received complaints from some of these supporters who are so annoyed by
the heckling, abundance of visiting team attire, and volume of visiting team fans that it is negatively influencing their
fan experience. Some are considering moving their seats, while others are considering cancelling their season tickets
for the following year.
A meeting of senior athletic department staff was scheduled by the director of athletics to discuss the situation. At
the meeting, Katie explains the logistical difficulty in limiting visiting fans from purchasing tickets. She also explains
several other important facts; the positive financial impact visiting fans have on the budget and the potential legal
ramifications of targeting visiting fans for seat relocation. With an average ticket price of $25.00, the roughly 2,000
visiting fans generated approximately $50,000 in additional ticket revenue, not to mention any associated increase in
ancillary revenue such as parking and concessions. Legally, Katie is not sure that relocating fans because of what they
are wearing or whom they are cheering for is within the scope of the department’s authority legally. The director of
athletics asked Katie to research the topic to determine how other sports organizations deal with these issues, as well
as any financial, legal or customer service consequences and/or recommendations in regard to policy development.
When her research is complete, Katie was asked to present the department with recommendations on the best course
of action to resolve the situation to the satisfaction of all parties involved.
Discussion Questions
How are tickets distributed for seats behind the home team bench?
Does the department have any policies in regard to the resale of tickets or reseating fans?
This content is copyright © Human Kinetics, Inc. and is not to be distributed, disseminated, or reproduced without permission.
Building an Athletic Brand
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What is the process for distributing tickets to visiting fans?
What are the financial consequences of losing the support of long-time athletic department donors?
What are the financial implications of limiting the sale of tickets to visiting fans?
How do other athletic departments and sport organizations handle situations such as this?
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What is more important, revenue from the sale of tickets to visiting fans, or more empty seats but a home court
environment?
What are the legal implications of limiting the sale of tickets to visiting fans or relocating visiting fans at sporting
events?
References
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Montgomery University is a private institution. Does that allow the school more or less authority to change ticket
locations based on fan affiliation?
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Broncos coach trying to keep Steelers’ fans from invading Denver. (2012, January 4). Retrieved from http://pittsburgh.cbslocal.
com/2012/01/04/broncos-coach-trying-to-keep-steelers-fans-from-invading-denver/#.TwUb3mRBnFx.facebook
Dodds, M. A., Schoepfer, K., & Han, P. (2012). Legal aspects of ticket operations. In J. Reese (Ed.), Ticket operations and sales
management in sport. Morgantown, WV: Fitness Information Technology.
Eisenberg, J. (2011, January 14). Wearing North Carolina colors costs Tar Heels fan his seat. Retrieved from http://rivals.yahoo.com/
ncaa/basketball/blog/the_dagger/post/Wearing-North-Carolina-colors-costs-Tar-Heels-fa?urn=ncaab-307922
Friedman, L. (2011, January 14). Troubleshooter: Tar Heel fan booted from seat at UVA. Retrieved from http://www.newsobserver.
com/2011/01/14/919700/true-blue-unc-fan-loses-a-seat.html#ixzz1egQvGi1y
Garcia, M. (2009, December 14). Presbyterian fan doesn’t sit well with North Carolina’s Roy Williams. USA Today. Retrieved from
http://www.usatoday.com/sports/college/mensbasketball/acc/2009-12-14-fan-ejected-north-carolina_N.htm
Gardner, T. (2011, January 17). North Carolina fan forced to switch seats during Heels’ win at Virginia. USA Today. Campus
rivalry: The passion and tradition of college basketball and college football live here. Retrieved from http://content.
usatoday.com/communities/campusrivalry/post/2011/01/north-carolina-fan-forced-to-switch-seats-during-heels-win-atvirginia-/1
Housenick, M. (2012, February 7). Nationals want Phillies out of their park. Retrieved from http://articles.mcall.com/2012-02-07/
sports/mc-phillies-nationals-tickets-0206-20120207_1_phillies-fans-jayson-werth-nats
McCann, M. (2011, January 15). You Can’t Sit There! UVA’s Ticket and Seating Policy for Men’s Basketball Games Called into
Question. Retrieved from http://sports-law.blogspot.com/2011/01/you-cant-sit-there-uvas-ticket-and.html
New England Patriots (2012). 2012 New England Patriots ticket back language. Retrieved from http://www.patriots.com/gillettestadium/gameday/ticket-info.html
Perry, T. (2011, October 11). Ranking college football’s 50 greatest fan bases. Retrieved from http://bleacherreport.com/
articles/884561-power-ranking-the-50-greatest-fanbases-in-college-football
Reese, J. T. (2004). Ticket operations in a professional sports team setting. In U. McMahon- Beattie and I. Yeoman (Eds.), Sport
and leisure operations management (pp. 167-179), London: Thomson Learning.
Reese, J. T., Nagel, M. S., & Southall, R. M. (2004). National Football League ticket transfer policies: Legal and policy issues.
Journal of Legal Aspects of Sport, 14(2), 163-190.
St. Louis Cardinals. (2009). 2009 All-Star Game Ticket Back Language. Retrieved from http://stlouis.cardinals.mlb.com/stl/ticketing/
asg_ticketback.jsp
Steinberg, D. (2012, February 4). Nationals launch ‘Take Back the Park’ campaign. Washington Post. Retrieved from http://www.
washingtonpost.com/blogs/dc-sports-bog/post/nationals-launch-take-back-the-park-campaign/2012/02/03/gIQAsyehmQ_blog.
html
Wasserman, H. (2007, June 7). Speechless in Seattle. Retrieved from http://sports-law.blogspot.com/2007/06/speechless-in-seattle.
html
Wyshynski, G. (2012, August 4). Florida Panthers offer ‘visiting fans not welcome’ section. Yahoo Sports. Retrieved from http://
sports.yahoo.com/nhl/blog/puck_daddy/post/florida-panthers-offer-visiting-fans-not-welcome-section?urn=nhl,wp10185
This content is copyright © Human Kinetics, Inc. and is not to be distributed, disseminated, or reproduced without permission.
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Appendix A
2012 New England Patriots Ticket Back Language
Ticket Back Terms and Conditions
Appendix B
2009 All-Star Game Ticket Back Language
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This ticket (and all season tickets, where applicable) are non-transferable revocable licenses. The Stadium (defined as
Gillette Stadium, The New England Patriots, NPS LLC, and the issuer of this ticket) reserves the right to revoke such
licenses, in its sole discretion, at any time and for any reason. The Stadium may refuse admission to, or eject, any ticket
holder without refund if the holder fails to comply with any applicable rules or terms, or is deemed to be disorderly.
Inappropriate behavior and/or abusive language may result in ejection (without refund), arrest, forfeiture of season ticket
privileges, and other legal action. Purchase of season tickets does not entitle purchaser to renewal in a subsequent year.
The holder of this ticket voluntarily assumes all risks of property loss and personal injury incident to the game, concert,
or related events. To the extent permitted by law, the ticket holder irrevocably waives all rights of whatsoever nature
against the NFL, the Stadium, other participating clubs, and their affiliates and each of their employees, servants, agents,
independent contractors or representatives (together, the “Released Persons”) and releases and discharges the Released
Persons from all claims, liability, costs, expenses, damages or losses (whether direct or consequential and whether
arising under statute, from negligence, personal injury, death, property damage or otherwise) arising from or in connection with the game, concert, or related events (including parking for the same) or the venue or any service provided or
anything sold there, notwithstanding that it may have been caused by the negligent act or omission on the part of any
of such Released Person(s). ANY PERSON NOT LICENSED PURSUANT TO M.G.L. c. 140, § 185A RESELLING
THIS TICKET, AND ANY PERSON SO LICENSED RESELLING THIS TICKET ON AN AUCTION WEB SITE
OR IN VIOLATION OF APPLICABLE LAW, IS SUBJECT TO LOSS OF TICKET PRIVILEGES. Tickets resold in
violation of these prohibitions are subject to cancellation without notice or refund. This ticket cannot be replaced and
will not be honored if lost, destroyed or stolen. No person, regardless of age, may enter the Stadium without a ticket,
and re-entry is prohibited. The Stadium expressly prohibits the use of tickets for advertising and promotional purposes
(including contests and sweepstakes or other trade purposes). The ticket holder will not transmit or aid in transmitting
any description, account, picture, reproduction, or other depiction (including text, data or visual) in any media now or
hereafter existing, of all or any part of the football game or related events to which this ticket admits holder. Patrons
may not bring certain items into the Stadium. See www.gillettestadium.com for a complete list. Patrons and their
belongings will be subject to search upon entering the Stadium, and prohibited items may be confiscated. The holder,
by entering the search area at the Stadium entrance, consents to such searches, and by tendering this ticket for entry,
waives any claims against the NFL, the Stadium, other participating clubs, NPS LLC, and their affiliates and agents.
Failure to consent to such searches will result in denial of entry into the Stadium. The holder grants permission to the
NFL, the Stadium, other participating clubs, NPS LLC, and their designees to use the holder’s image, likeness and/or
voice in any media now or hereafter existing in connection with any broadcast (live or recorded) or any other transmission or reproduction of the game, concert, or other event, in whole or in part, and for any other purpose whatsoever,
including commercial purposes. Dates and times of games, concerts and other events are subject to change by the event
organizer. All sales are final. No refund will be provided if the ticket holder cannot attend.
IMPORTANT: THIS TICKET IS A REVOCABLE LICENSE; USER ACCEPTS RISK OF INJURY
By use of this ticket, the ticket holder agrees that: (a) he or she shall not transmit or aid in transmitting any information
about the game to which this ticket grants admission (the “Game”) including, but not limited to, any account, description,
picture, video, audio, reproduction or other information concerning the Game (collectively, the “Game Information”);
(b) the Office of the Commissioner of Baseball or Major League Baseball Properties, Inc., as applicable, is the exclusive
This content is copyright © Human Kinetics, Inc. and is not to be distributed, disseminated, or reproduced without permission.
Building an Athletic Brand
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owner of all copyrights and other proprietary rights in the Game and the Game Information; and (c) the Office of the
Commissioner of Baseball, Major League Baseball Properties, Inc., Major League Baseball Enterprises, Inc., Major
League Baseball Advanced Media, L.P., The MLB Network, LLC, the Major League Baseball Clubs (including, without limitation, St. Louis Cardinals, LLC) and each of their respective agents, players, officers, employees and owners
(collectively the “MLB Entities”) and certain sponsors and licensees of such MLB Entities shall have the unrestricted
right and license to use his or her image, likeness, name, voice, comments or other proprietary or public rights and
that of any minor accompanying ticket holder in any broadcast, telecast, photograph, video, audio sound, audiovisual
and/or other recording taken in connection with the Game or other transmission, distribution, public performance, or
reproduction in whole or in part of the Game, for all purposes, worldwide, in perpetuity, and in any and all media now
or hereafter known, without compensation. The rights granted herein to the MLB Entities are assignable. Ticket holder
is subject to the rules and policies of Busch Stadium which are posted at www.allstargame.com and www.stlcardinals.
com. Ticket holder may not bring cans or glass bottles into Busch Stadium. By using this ticket, ticket holder consents
to allowing the MLB Entities to inspect their person and any bags, clothing, or other articles and acknowledges and
agrees that ticket holder may be denied entry to or ejected from the Game and/or Busch Stadium if ticket holder is in
possession of any item or object that the MLB Entities deem potentially dangerous, hazardous, inappropriate and/or
potentially injurious to other patrons. By tendering this ticket and entering Busch Stadium, ticket holder consents to
security searches and waives any related claims that ticket holder might have against the Entities (as defined below).
The MLB Entities reserve the right to terminate the license granted by this ticket, with or without cause, by tendering to ticket holder the purchase price printed on this ticket. The MLB Entities reserve the right, without refund of
any portion of the purchase price, to revoke the license granted by this ticket and refuse admission or eject any person
who appears intoxicated or whose conduct is deemed by the Office of the Commissioner of Baseball to be improper,
disorderly or unbecoming or who uses vulgar or abusive language.
Ticket holder assumes all risk associated with the purchase of this ticket from anyone other than the Office of the
Commissioner of Baseball, St. Louis Cardinals Baseball, LLC or their designated agents. This ticket may not be used
for advertising, promotion (inclu …
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