Expert: Canaries’ cap on tickets could have positive effect if executed correctly

Description

What makes Kenneth Cortsen, a sport business researcher and business development strategist at University College of Northern Denmark and Aarhus School of Business, Aarhus University, see many positives around the move by the Canaries is the fact that the cap on pricing is tied to a membership scheme, which will cost £50 per season.

If a club knows people's incentives to participate in club-related activities, then it is easier to predict fan behaviour.

"The primary dynamic at play here, is the fact that the closer a club is to its fans, the greater the understanding, as a solid level of fan engagement gives the possibility to qualify information to use in a business context," says Cortsen.