People and Sports - Going…going…gone! The Cost Of Salaries And Tickets

From 1991 to 2000, the average ticket price for the top four sports increased 80% according to statistics quoted in Sports Illustrated. They point out the rate was four times higher than the Consumer Price Index and exceeded growth rates for tickets for similar events such as concerts and movies. Player salaries have increased at stunning rates as well, from a low of 81% to a high of 380% during the period.

Most analysts agree that the salaries of athletes play some role in the high cost of tickets. Ticket costs vary by sport. For the most recent year, basketball had the most expensive ticket price at $51.02, followed by football at $48.97, hockey at $47.69 and baseball at $18.99. The table shows the ticket price and percent increase from 1990.

Sport	Average Ticket Price 2000 ($)	% Increase 1990-2000
National Basketball Association (NBA)	51.02	108
Major League Baseball (MLB)	18.99	93
National Hockey League (NHL)	47.69	93
National Football League (NFL)	48.97	81

But any trip to the big game usually involves more than just the ticket. Team Marketing Report measures the average cost for a family of four, including tickets, two beers, four small soft drinks, four hot dogs, parking, programs, and two adult-sized souvenir caps (and, clearly, two free-spending parents). The numbers suddenly become substantial: a family trip to see a basketball game in 2000 cost, on average, $266.6; a football game cost $256.72; hockey cost $255.80; baseball $144.98. Again, these figures are averages; in some cases the numbers are even higher. A trip to a New York Knicks game during the 1999-2000 season cost a family of four $455.26 for mid-range seats, tickets, food, parking, and souvenirs, according to Team Marketing Report and Sports Illustrated.

So, what's happening here? Some analysts have been pointing towards leagues making a push for more affluent fans to help pay for salaries and new stadiums. Statistics point to growing wealth among the young people the sports industry is targeting. In short, more people have the money to pay for pricey tickets. There is also some thinking that there will always be people who will pay to see their favorite team, no matter what the cost.

Dennis Howard, a professor of sports marketing, quoted in the Christian Science Monitor, points out that the majority of ticket holders have annual household incomes of at least $80,000 (except for baseball, where ticket costs are the lowest). His research places most sports goers at roughly 15% of American households.

Sports for the wealthy? Exclusively? How many families can afford the expense of tickets? The fans are becoming more vocal about their displeasure. They complain about the performance of overpaid players, bad coaches, and blind officials. That seems to be more satisfying than cheering the team on.

Sources: Swift, E.M. "Hey, Fans, Sit On It!" Sports Illustrated. 15 May 2000, p. 70."High Cost of Pro-Sports Fandom May Ease." Christian Science Monitor. 19 November p. 16.