Valencia Fans Criticize 'Dynamic Pricing' System for Home Matches

The Valencia fans are up in arms against the club’s move to adopt what is known as dynamic pricing for home match tickets, a move which has caused a lot of controversy in the European football scene. Price variability is a strategy that is also used in other entertainment sectors such as music concerts and flights whereby prices vary depending on the market forces.

This week the club revealed that they will implement this pricing strategy with the assistance of La Liga. Valencia said, “In line with other shows, sporting events, and entertainment, Valencia will also follow this trend. That is why tickets will be sold at a certain price which may rise as days pass by. It is therefore advisable to purchase your tickets early to get them at a cheaper price.”

However, most of the fans consider this as an unfortunate decision that puts more emphasis on revenue generation rather than loyalty. A spokesperson for the Valencia supporters' group, Libertad VCF, criticized the decision:” We are completely against it. It is a business model of speculation based on the demand that does not consider the fact that football fans are not just consumers. The rich will pay for it while the poor will lose their seats to tourists who have no interest in whether Valencia wins or not.

Even fan groups across the continent are following suit as well and expressing their concerns. Football Supporters Europe (FSE) described the decision as “blatant greed”, and the Football Supporters Association (FSA) in England and Wales said that similar concepts in football would be taking advantage of the loyalty of supporters. They say that dynamic pricing could make watching the matches too expensive for many ardent supporters.

Although the English Premier League mandates clubs to display ticket prices at the beginning of every season thus eliminating dynamic pricing, the practice is slowly being adopted by other leagues. This has led to fans, especially of clubs such as Liverpool, Tottenham, West Ham, and Wolves protesting expensive tickets and alterations to the purchasing process.

Valencia owner Peter Lim supported the move saying that dynamic pricing is fair. ” We get the worry, but we think it is more about equity. It would not be right for a person who booked in advance and purchased a ticket to be charged the same as the person who booked at the last minute,” the club said.

However, Libertad VCF countered that fans are not mere customers:” What is not fair is to make a loyal fan feel like a mere spectator. Fans are the life of the club, they brought the club into existence, supported it in good times and in bad, and are the lifeblood of the club.”

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