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Underpricing im Sport

Underpricing im Sport


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About the Book

"Es ist wichtig, dass der Fußball für alle erschwinglich ist und niemanden ausschließt. Also müssen wir bei den Preisen sehr vorsichtig sein." Dies sagte Carsten Cramer, der Direktor für Marketing und Vertrieb von Borussia Dortmund, vor kurzem. Viele Sportvereine im Profibereich haben sich über die letzten Jahre mehr und mehr zu Wirtschaftsunternehmen entwickelt. Wenn man beispielsweise die deutsche Bundesliga im Fußball betrachtet, lassen sich klare Erlössteigerungen erkennen. Abbildung 1 kennzeichnet die Entwicklung des Gesamterlöses, sowie des Spieltagerlöses der 36 Teams der 1. & 2. Fußballbundesliga. Die Abszisse beschreibt dabei die Spielzeiten der Saison 2005/2006 bis 2011/2012, wohingegen die Ordinatenachse den Erlös in Tausend Euro charakterisiert. Beide Erlöskurven weisen einen steigenden Verlauf auf, wobei der Spieltagserlös 20 bis 27% des Gesamterlöses ausmacht. Die Einnahmen an einem Spieltag bilden dabei neben den Erlösen aus Werbung und Medien den drittgrößten Posten der Gesamteinnahmen. Die Spieltagseinnahmen werden wiederum wesentlich von den Einnahmen aus dem Verkauf von Tickets bestimmt. Bei dem Gut Ticket handelt es sich um ein Dienstleistungs- bzw. Unterhaltungsgut, welches von den Gebrauchsgütern zu differenzieren ist. Hauptcharakteristiken von Tickets im Bereich des Sports sind dabei die Beschränkung durch eine Kapazitätsrestriktion, der Vorabverkauf zu einem festgelegten Ticketpreis und eine gewisse Art der Einzigartigkeit einer jeden Veranstaltung. Es stellt sich allerdings die Frage, ob Sportvereine die Tickets zu einem optimalen Preis anbieten oder ob dort noch Erlöspotenzial verborgen liegt. Die Existenz eines Weiterverkaufmarktes bzw. Schwarzmarktes spricht dafür, dass Tickets zu günstig angeboten werden. Die Situation, in der Eintrittskarten zu einem Preis unterhalb des markträumenden Preises angeboten werden, wird als Underpricing bezeichnet. Für das Auftreten von Underpricing im Sport gibt es eine Vielzahl von Erklärungsansätzen.


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Product Details
  • ISBN-13: 9783956368066
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3956368061
  • Publisher Date: 27 Apr 2015
  • Height: 210 mm
  • No of Pages: 84
  • Series Title: German
  • Weight: 172 gr


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