Recognizing and Prioritizing Economic Criteria Affecting Ticket Sales Management in World Sport Mega Events

Document Type : Original Article


1 Ph.D. of Sport Management

2 Associate Professor Department of Sports Management, Facutly of Sport Scinces, Alzahra University, Tehran, Iran

3 Postdoctoral Student in Sport Management, Alzahra University, Tehran, Iran



Purpose: The aim of this study was to identify and prioritize economic indicators affecting ticket sales management in important sporting events of the world.
Method: According to its goal, this research was applied, and it was based on a mixed (qualitative-quantitative) method. The statistical population of the qualitative part included all countries around the world, among which the United States, Australia, China, South Korea, United Kingdom, Finland, Canada, Qatar, Germany, Turkey and Iran were selected as the statistical sample. The sample of quantitative part consisted of 12 members of Iranian sports marketing elite. In this research, various internet sites, databases, books and articles, as well as taking notes and recording documentary observations have been used. Also, in the quantitative part, first a questionnaire was designed for pairwise comparison of indicators and distributed among 12 sports marketing elites to be analyzed through hierarchical analysis.
Results: The results showed that the smart and multi-purpose ticket index and ticket counter index with a weight of 0.138 and 0.020 were in the first and last rank, respectively. The results of qualitative part showed what indicators have been used to manage, prepare and distribute tickets and earn economic income in selected countries of the world.
Conclusion: According to the findings, it can be stated that each of these factors has brought about results and achievements such as preventing the black market, ticket sales, event control and security, revenue generation as well as other benefits.


  1. References

    1. Agha, N., & Taks, M. (2015). A theoretical comparison of the economic impact of large and small events.‏
    2. Asgarian, F., Faraji Dana, A., Goodarzi, M., Jafari, A. (2006). Study of the economic situation of Iran's sports industry in 1998 and 2001. Harakat, 24, 25-43.
    3. Atghia, N., & Zaki Zadeh, L. (2019). A Comparative Study of Ticket Sales Management in Sport Mega Events and Offering a Model in Iran. Research in sport Management, 8(8), 75-100.
    4. Bastani Rad, H., Hosseini, SA., & Seirafi, H. (2007). History of Iranian Sports. Tehran: National Olympic Committee Publications.
    5. Benar, N. (2016). A qualitative study of the development of dimensions of attracting and maintaining the presence of spectators in Iranian women's volleyball by NVIVO method. Applied Research Quarterly in Sports Management, 4(16), 97-111.
    6. Burden, W., & Li, M. (2009). Minor League Baseball: Exploring the growing interest in outsourced sport marketing. Sport Marketing Quarterly, 18(3), 139.‏
    7. Chen, F. C. (2007). Passenger use intentions for electronic tickets on international flights. Journal of Air Transport Management, 13, 110–115.
    8. Coates, D., & Humphreys, B. R. (2007). Ticket prices, concessions and attendance at professional sporting events. International Journal of Sport Finance, 2(3), 161.‏
    9. Downward, P., Dawson, A., & Dejonghe, T. (2009). Economics of sport: theory, evidence and policy.‏
    10. Feizi, S., Hamidi, M., Razavi, S., & Andam, R. (2019). Ticketing Management: Analysis of factors affecting ticketing of Iran’s premier football league. Sport Management and Development, 8(4), 88-104.
    11. Howard, D. R., & Crompton, J. L. (2004). Tactics used by sports organizations in the United States to increase ticket sales. Managing Leisure, 9(2), 87–95.
    12. Iho, A., & Heikkilä, J. (2010). Impact of advance ticket sales on attendance in the Finnish football league. Journal of Sports Economics, 11(2), 214-226.
    13. Izadi, B., & Deylami, H. (2015). Investigating the factors affecting customers' orientation towards attending sports events. Case study: students of Shushtar universities. Journal of Sport Management and Motor Behavior, 11(21), 37-48.
    14. Karami, Sh., & Ali Beigi, A. H. (2014). Identification and prioritization of factors affecting the development of agricultural production facilities. Journal of Cooperatives and Agriculture, third year, 10.
    15. Kasaus, M. (2011). Study of the actions of the small Arab countries of the Persian Gulf in using sports as a diplomatic tool. Report of the Fars News Agency's public diplomacy and soft war correspondent, "World Crunch" website.
    16. ‏Katkat, D. (2014). Real-time Quota-controlled Ticketing System (RQTS) in Sports Organizations. Procedia-Social and Behavioral Sciences, 116, 3940-3946.‏
    17. Kim, S., Yu, H. Y., & Lee, H. W. (2021). Motivational determinants of digital ticketing: the mediating effect of service satisfaction and the moderating effect of psychological discomfort. International Journal of Sports Marketing and Sponsorship.
    18. Kim, Y. K., & Trail, G. (2010). Constraints and motivators: A new model to explain sport consumer behavior. Journal of Sport Management, 24(2), 190-210.
    19. Naqdi, Y., Kaghzian, S., & Afsharpi, A. (2013). Analysis of economic factors affecting the income of football clubs (selected clubs in the world). Tehran Bi-Quarterly Journal of Sports Management and Development
    20. Norouzi, M., Memari, Z., & Askarifar, K. (2018). Optimal Revenue Policy based on Ticket Price Using System Dynamics Approach: Case Study Iran Football Premier League. Journal of Economic Research (Tahghighat- E- Eghtesadi), 53(1), 209-224.
    21. Nugraha, A., Daniel, D. R., & Utama, A. A. G. S. (2021). Improving multi-sport event ticketing accounting information system design through implementing RFID and blockchain technologies within COVID-19 health protocols. Heliyon, 7(10), e08167.
    22. Peeters, T., Matheson, V., & Szymanski, S. (2014). Tourism and the 2010 World Cup: Lessons for developing countries. Journal of African Economies, 23(2), 290-320.‏
    23. Philipp, S. F., & Brezina, S. (2002). Differences among African Americans and Euro-Americans in reasons for sports participation. Perceptual and motor skills, 95(1), 184-186.‏
    24. Pradisathaporn, S., Kaviya, S., Fujii, Y., & Yupapin, P. P. (2011). An intelligent and multipurpose digital ticket using ad hoc network. Procedia Engineering, 8, 296-300.‏
    25. Rahimizadeh, M., Sajjadi, S. N., Goodarzi, M., & Ghomati, H. (2012). Comparison of online marketing and interaction with fans through the official websites of football clubs in Iran, Asia and Europe. International Journal of Applied Research and Basic Sciences (ISSN 2251-838X).
    26. Talibpour, M., Khazaei Pool, J., Shamsi, A., & Rouhani, M. (2013). Analysis and evaluation of barriers to the implementation of online ticketing in the Iranian Football Premier League using Analytic Hierarchy Process (AHP). Sports Management and Development, 2(1), 41-53.
    27. Thamnopoulos, Y., & Gargalianos, D. (2002). Ticketing of large-scale events: the case of Sydney 2000 Olympic Games. Facilities, 20(1/2), 22-33.‏
    28. Wilder, W. B. (1995). U.S. Patent No. 5,408,417. Washington, DC: U.S. Patent and Trademark Office. 25-235.