
It's not uncommon to see a high-demand sporting event these days "sold out," only to find hundreds if not thousands of tickets available on secondary market online sites — usually for an inflated price, of course.
Many of those are offered up by fans — a lot of them season-ticket holders — that can't go to that particular game and/or are hoping to recoup some of the cost of their investment.
But what about fans who buy season tickets without going to a single game, instead re-selling them all? Well, just as technology makes it easy to buy and sell, it also makes it easy for teams to track these secondary market users and label them as ticket brokers. And it can result in those fans losing their tickets.
The NFL's Denver Broncos did exactly that this offseason, declining to renew season tickets for holders who did not attend any games in 2016. It sparked some grumbling among fans who said there were legitimate medical reasons they didn't go to any games last year, but it also opened up spots on the team's 75,000-deep season ticket waiting list.
The "weeding out," process of suspected ticket brokers, as described to the Denver Post by Broncos spokesman Pat Smyth, is designed to put, "more tickets in the hands of Denver Broncos fans."
It might seem like a somewhat bold move, but it underscores the push-pull teams can feel in the battle against secondary market sellers.
For teams with a lot of games in high demand, ticket re-sellers might drive up prices for fans who otherwise could have bought them from the team for face value. Teams still get revenue from the initial sale, but high-priced secondary market tickets might preclude families from attending or wind up in the hands of fans of opposing teams.
For teams that have a lot of games that don't sell out, the secondary market can deflate prices and keep the team from selling more of its original inventory.