The AFL is considering charging extra for blockbuster matches such as the Essendon v Collingwood Anzac Day clash. Picture: Wayne Ludbey. Source: Herald Sun
BLOCKBUSTER games could cost fans more to attend under a variable pricing concept floated by the AFL.
Extra revenue generated by a hike in gate prices above the standard $20, or possibly a tax on premium seating at high-demand games, would flow to the league's poorest clubs.
The AFL flagged the "variable ticket pricing" idea in an equalisation discussion paper sent to clubs last month.
Under a heading of "new revenue generation" it listed: "Possible examples include proceeds from variable ticket pricing."
The AFL has conducted research into variable pricing, which is common in the US, and has asked clubs for their views.
It's possible under the philosophy that prices could fall for low-demand games.
Collingwood president Eddie McGuire said blockbusters already paid their way and fans should not have to fork out more.
There's a big enough impost on people going to the game as it is without having to slug them even more
But Geelong has backed further exploration of the concept.
"Products that are in demand usually cost you more money," Geelong chief executive Brian Cook said yesterday.
"When you're playing sides that are on top of the ladder and draw big crowds, it costs you more to go to those games than games that are going to be least attended, that's the principal around it.
"In terms of how that will work, we don't know. If you look at models overseas, some are varying the gate admission price, some are varying the seat premium some are varying both.
"The AFL has been working on it for a little while. I still think it's a fair way off, (it's the) very early stages, I don't believe they would be looking at it for the 2014 season.
"It's an international model ... whether it is a relevant model for the AFL should be explored."
Collingwood president Eddie McGuire said: "I've got no idea what they're talking about."
"Blockbusters already pay their way through television rights and through catering rights and through membership and through AFL membership," he said.
"There's a big enough impost on people going to the game as it is without having to slug them even more."
The AFL has variable pricing for finals - last year's prices ranged from $46-$85 in the first week of September to $200-$390 for the Grand Final.
Cook said the fans needed to be carefully considered.
"That's an issue, you have to make very sure that there weren't particular clubs that were going to be disadvantaged because the supporters paid more than other clubs' supporters," he said.
"You wouldn't want the brunt of this to be covered by Collingwood, Essendon and Carlton supporters.
"I think you'll find that variable pricing will occur not only for Collingwood but another eight or nine sides.
"I think Geelong would (be affected) when we play two or three teams when it's our home game, and then you've got the derbies interstate."
The AFL said the league's executive was given a presentation late last year by a group who had worked with American sports.
"A concept about price differentials depending on demand for matches is a simple summary," a league spokesman said.
"We would hope that we would have some material that we're able to relay publicly probably in the next couple of weeks.
"We have to assess the potential outcomes it may have. We think about the effect on fans with every decision we make."
Variable pricing is the norm in the US where the majority of teams in MLB, the NBA and NHL charge different prices for the same seat depending on the game.
These prices are set at the start of each season.
Many American sports and their teams also use "dynamic ticket pricing", where clubs re-price tickets during the season, sometimes the day before a match.
Prices can go up or down based on demand.
Geelong confirmed its support for variable pricing in its official response to the AFL equalisation paper.
Clubs had until this week to respond to the discussion paper.
Club chief executives and presidents will meet with the AFL executive on March 20.
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