Finding a Price Policy that Maximises the Ticket Revenues at Sporting Events: A Focus on Price Bundling

This article investigates to what degree organisers of sporting events can increase income from ticket sales by adopting price bundling. The first section presents a theoretical framework for price bundling, and clariffies under which conditions event organisers can benefit from adopting alternative strategies. The second section present some empirical analyses based on data from the 1999 World Ice Hockey Championship which was hosted in Norway.