AFL clubs cash in as fans pay more for tickets in ‘dynamic’ model

AFL clubs have been accused of cashing in on their fans’ loyalty with all Victorian home teams jacking up their ticket prices this weekend.

AFL clubs have been accused of cashing in on their fans’ loyalty with all Victorian home teams jacking up their ticket prices this weekend.

Western Bulldogs have been criticised for increasing seat prices for the 300th match of Bob Murphy today despite the reigning premiers playing the lowly Brisbane Lions at Etihad Stadium.

It comes as reserved seat prices to six of nine AFL matches to be played Australia-wide this round — including all five games in Victoria — have been increased by home teams.

Using the league’s contentious dynamic ticketing model which allows clubs to rise or drop costs until game time, the Bulldogs, St Kilda, Hawthorn, Richmond and Essendon have all lifted prices.

The Dogs jacked prices of all reserved seats to Murphy’s milestone match by between $3 and $8 and last night listed level two seats for sale at $73.

The club did not respond to questions about the rise but AFL Fans’ Association president Gerry Eeman said they risked alienating supporters.

“They seem to be cashing in on Bob Murphy’s 300th game,’’ he said. “I think it’s sad — fans love him and they want to feel part of the club rather than something used by the club as a commodity.’’

The Western Bulldogs have been accused of cashing in on champion Bob Murphy’s 300th game by lifting ticket prices. Picture: Wayne Ludbey

Between March 3 and last night, St Kilda lifted reserved seats for tomorrow’s clash with Geelong by up to $10.

Richmond put up reserved seats $5 in most sections of the MCG for Monday’s match against Melbourne and Hawthorn lifted most of its tickets by $6 for tomorrow’s clash with West Coast.

It comes after Essendon increased the cost of Anzac Day reserved seats by up to $12, after already jacking many tickets up $20 on last year’s “on-sale’’ price.

AFL spokesman Patrick Keane said clubs could decrease or increase the on-sale price of tickets in the lead up to matches but were restricted to changes of between $1 and $3 on no more than four occasions.

“It is important to note that on-sale prices both fell and rose using this model last year, as they will again in 2017,’’ he said. He added club members were not affected by any change and the price of general admission tickets at Etihad Stadium and the MCG remained $25 for adults.

But Mr Eeman said the model, billed as a win for fans when introduced by the AFL, was having the opposite effect.

“Dynamic ticketing is akin to making all the popular ice cream more expensive and the ice cream that no one wants to buy cheaper,’’ he said.

“How is that fair?’’

Port Adelaide, Gold Coast and Sydney were the only teams with home games that did not lift ticket prices.

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