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Is gender equality in ticket pricing worth the risk? - | 16:23:43
posted by: Molly Gallagher

The Chronicle of Higher Education recently posted an article examining the discrepancy between the price of admission for men's and women's college basketball games, citing "Ticket Office Sexism: The Gender Gap in Pricing for NCAA Division I Basketball"--the same report Jack Copeland referenced in his April post on this blog.

According to the report published by the Wellesley Centers for Women at Wellesley College, among the top 25 men's and women's teams, colleges charged nearly three times as much, on average, for single-game seats for men's games. Additionally, the average highest-priced season ticket package came in at $233 for women as opposed to $2,500 for men.

In the report authors Laura Pappano and Allison J. Tracy claim athletic departments are engaging in "institutional discrimination that is camouflaged as sensible economic practice" by charging significantly less for women's competition.

The threat this practice poses to the pursuit of gender equity is an obvious concern, but it is also important to consider what else may be at risk by altering ticket prices.

If elevating female ticket prices drives away fans, especially in a sensitive economic climate, would the financial equity be worth risking the competition environment for female student-athletes?

At most institutions men's basketball is one of very few revenue-producing sports. Contrary to popular misconceptions, this revenue is used to fund programs and initiatives throughout the athletic department--not simply the men's basketball team. In this sense, the entire athletics program benefits by achieving the maximum amount of revenue possible from men's tickets sales. Is standardizing admission worth lowering ticket prices and risking losing necessary athletics revenue?

By driving prices down, more people are able to attend female athletic events and hopefully will become interested and emotionally invested in the sport. Once that investment exists, the initiative to standardize ticket prices against gender lines can more accurately and seriously be evaluated.

Comments

u just have to come to the fact that ppl like mens basketball games better.. and they also like football better than womens volleyball and other sports. I am from nebraska and we like both nebraska football and volleyball but if you ask 100 fans they would prefer football over volleyball

posted by: Dusin Noah | 10/19/09

With this report and the NCAA Gender Equity report a few years ago proposing the elimination of male practice players for women's basketball teams, it seems that some people are trying to push Equity over everything else. Eliminating male practice players would hurt women's basketball, and forcing schools to charge the same price for tickets would either hurt the school financially, or shrink crowds at women's games.

If they think every single thing should be equal, why not insist that women use the same size basketball as the men? Or just go ahead and say no more men's and women's teams, every school my field a co-ed basketball team.

posted by: Alex | 10/22/09

This article was extremely interesting and it talked about the sexism amongst female and male athletics. The article emphasized how male ticket prices are usually higher than female ticket prices. After reading this article, I cannot believe how much discrimination takes place against women's athletics. I understand where the point comes from by lowering women's ticket prices because it will make more people attend the games. I think if women's ticket prices are going to be lowered, then something should substitute this situation to make it more equal. The whole point of Title IX was to form an amendment that made male and female athletics, opportunities, and academics equal for both genders. Universities should take the time to promote women's athletics more, or invest into women's athletics to make up for the lowered ticket prices.

posted by: Stacia Melenchek | 10/25/09

I have watched many college sports at the University of Illinois. I think the reasons the ticket prices are higher for mens basketball and football is because the demand is much higher for those sports. The other men's sports and the women's sports draw significantly less and if the price was equal to the men's for basketball--the attendance would be much lower. I dont see how this is unfair. If you want to make things fair across various institutions, standardize football and basketball prices across the all unversities. It isnt fair that the largest football programs can have 8 home games and charge a significantly higher ticket price. They just get richer and can 'buy' other home games and get a significant advantage against other universities in scheduling home games and having more money.

posted by: Harry Patrick | 10/25/09


This is simply an issue of basic economics or supply and demand. It is completely unreasonable to suggest that schools are unfairly participating in a type of gender inequality with ticket pricing. First, you would have to assume that if the women’s basketball program attendance was equal to the men’s program, schools would maintain the same level of ticket pricing, which is preposterous. That is, you must first but each program on an even playing field before you can come to such a conclusion. The reality is that, if the demand for women’s sports increases so will ticket prices. In other words, ticket prices do not in some way symbolize gender inequality.

posted by: Brandon Moran | 10/26/09

This is a very interesting article,in that how much of a difference prices are between women and men basketball tickets. But it is true that the general public enjoy going to the men's games because of the entertainment to them. If they higher the prices to the women games, they will have less of an attendance than they already have. They should just try to do more promotions and what not to get the public and the students to the games.

posted by: Matt Mauger | 10/26/09

I think that it is completely ridiculous for someone to state that men and women's games should be priced the same. This has nothing to do with gender equity at all or being sexist, it is just basic economics. Not many people want to go see a lay up when they can see a dunk. Why would someone pay just as much to see the women play as men? When people pay to see a game the are paying their price for the entertainment value that they want. It is no body's fault at all that mens basketball is faster, more exciting, and skillful than women's it's just the way it is. Also I do agree with the article when it was stated that maybe womens prices should be lower to actually get people out to the games to see what it's all about before they start charging prices close to a men's game.

posted by: Eric Solarchick | 10/27/09

I don't believe that it is sexist at all for ticket prices to be lower for men than women it is simply do to the fact that men sports have paved the way for most women s sports. I'm not saying that one or the other is better but one is more traditional which brings a larger following.

posted by: Dane Staley | 10/27/09

Technically, it is sexist for colleges to charge more for a ticket to a men's basketball game than a women's basketball game. However, charging more for tickets to a women's basketball game may bring down attendance significantly. In this case I think gender needs to be disregarded, because if the college wants to continue making money for the basketball department they need to do what will make them the most money. Whether people like it or not, men's sports are almost always more popular than women's.

posted by: Ky Plocinik | 10/28/09

I think that this article was very intresting. However, I do not think it is fair that women's ticket prices are so much lower than men's. Title IX was created to insure equality in men and women's sports. This issue is no meeting the requirements of Title IX. I think that if anything, universities should promote women's sports more to hopefully attract more people and work to make ticket prices equal in the future.

posted by: Jenna Phillips | 10/28/09

When I read stuff like this it makes me want to pull my hair out. It's not that ticket prices are trrying to hurt womens rights, but people just like going to watch men's basketball more.
It's not descrimination, it's supply and demand. If the woman's games had dunks from the foul line maybe that would boost the ticket price for womans sports. I believe government anf special interest needs to get out of sports and just let the athletes play.

posted by: Joshua Adams (calu) | 10/28/09

This article provides a valid point that womens basketball truely is being over shadowed by men's basketball. I believe that lowering the cost of womens basketball tickets will only make things worse. Making the ticket price lower will make womens basketball look desperate and possibly not as serious. The only thing that I would reccommend is to keep the same prices, but think of a different marketing strategy to promote womens basketball. Such as bundle pricing or for example including more than just the ticket. I also have found that athletes that promote their own sport can make an impact on students on campus. These are just a few ways that could provide a better outcome for this particular situation.

posted by: Tyler Peterman | 10/28/09

I think that this article was absurd, to think that there is any possibility that a money making business (universities) would lower their ticket prices to men’s games is crazy. If women really cared about how the women’s athletic teams were doing they would buy season tickets and go out and support them. I would love to know how many of the females that feel like this is unfair actually prefer women’s basketball to men’s. The bottom line is that if any ticket prices will change, it will be women’s prices going up, and then lets see the attendance records for their games.

posted by: Tyler Brewer | 10/28/09

Men's and women's college basketball is equal in most aspects. Game times, facility usage, and practice time are all equal between the genders. Ticket pricing should be an aspect where gender equity matters. The fact is, more men watch sports than women. Also, more men want to watch their own gender rather than the other. Because of this, mens collegiate basketball has more entertainment value than womens. High entertainment value allows ticket prices to be higher for mens than womens. Title IX pertains to equal opportunites which men and women do have today.

posted by: Colin Neill | 10/28/09

I can't imagine that they would ever charge the same amount for a men's and women's basketball game (college or pros). It is obvious which sport more people are interested in seeing, and it shows in the ticket price. Women's ticket prices aren't cheaper because the people controlling the ticket prices are sexist, it's because that is the maximum amount that people are actually willing to pay to see a women's game. You will be hard pressed to find a person that is more interested in a women's basketball game than the men's game. And as the post said, if you raise ticket prices for women, it will just end up driving fans away and will just ruin the game for the athletes involved. Nothing good would come from making men's and women's ticket prices equal. There is no point.

posted by: Sean Rentler | 10/28/09

Title IX was started to make sports equal for all genders not make ticket prices equal. Women's Basketball is growig by having lower ticket prices more poeple can follow the women game and full up the gyms.

posted by: John Coleman | 10/28/09

This is a great article, but I really do not think that this is a gender equity issue. Events are priced by the entertainer. In the concert world, as well as in athletics, it is about demand. Mens sports are usually more important to the fan and the ticket prices reflect that. If I wanted to see The Clarks in concert it would cost 15 bucks at the most, but if I wanted to see Garth Brooks in concert it would cost me at least 150 dollars. There isn't a gender issue there.

posted by: Thomas Giles | 10/28/09

This was a very interesting article. It is something that not many people have paid attention to. I myself believe that it is unfair, but I don't think that the prices of tickets will ever really be able to be equal. Your elite women's programs can charge a little bit more, but they will not be able to charge the same prices as the men do. Alot of the problem is that people are still biased towards women's basketball. They have not watched the game evolve over the past 10 years and base it off of what they saw years ago. You now have women that are as entertaining to watch as men. If you are not the UConn's, Dukes, and North Carolina's of the world you are not being viewed by soldout crowds too often in women's basktetball and that is with reduced prices for tickets. I believe that if they tried to reach ticket equality they would hurt the revenue for their athletic department greatly. If I was a female I would be more concerned with how many people were at the game as opposed to how much they paid for the ticket. College sports has put too much emphasis on charging rediculous fees for some of these games to begin with. I don't even know how many of the men's programs can sell out with some of the prices they are charging for tickets. In order for women to bridge the gap between men they are going to need to lower the rim a foot or so to make it more possible for dunks to happen. That is biggest complaint when you talk about women's basketball. I have seen a lot of women playing on TV that have very superior skills and people will say she plays like a girl. I have to ask them what girls have you seen play like that lately. It's something that is probably never going to change in this society. The only real solution would be to lower mens prices to be equal to women's, but programs are not willing to lose that revenue source.

posted by: Dennis Kenney | 10/29/09

This article is very interesting. I agree that men's sports are more popular then women's. However, I think it is outrageous that they are differently priced. If men and women are going to play the same sport they should be priced the same. It is only fair.

posted by: Emily Silvasy | 10/29/09

This article is very interesting. I agree that men's sports are more popular then women's. However, I think it is outrageous that they are differently priced. If men and women are going to play the same sport they should be priced the same. It is only fair.

posted by: Emily Silvasy | 10/29/09

This is a very interesting and informative article. I think that is a little outrageous that a a men's package is in the thousands and a women's package is only in the 200's. Basketball is basketball and I do not know why they charge that much more to watch a men's game over a women's game. I think that it is a good idea to lower the men's prices so that maybe more people will attend the women's events. Maybe after they go and see a few games they will learn to appreciate it more.

posted by: Allison Hammill | 10/29/09

I think that mens athletics will always have more fans than females but I think that the mens sports should make their ticket costs lower because all people should be able to afford their tickets. Or if they charge so much for their tickets they should donate some where where it is needed. Also if the men lower their prices, maybeb people will be willing to spend their money on women tickets too.

posted by: Megin Appel | 11/01/09

Reading this made me think why is one more expensive than the other. Then I thought about it and from personal experience, I know that men's basketball is more in demand than women's basketball. If the ticket sales were higher for women, I don't feel as though people will buy the tickets. The ticket prices are all about revenue and attendance, people are willing to pay a couple thousand for Men's tickets so let them pay it. If people are willing to go to women's games at the price said, then leave them be or maybe higher them just a little every year. This will slowly allow people to continue going to the games, if they like going to the games that is. But I would not lower the mens, and only gradually increase the womens.

posted by: Danielle Morrison | 11/01/09

Title IX was enacted to give equal OPPORTUNITIES to women and not just in sports. Opportunities to participate is what the Office of Civil Rights looks at. There is no legislative intent behind the original act that would lead even the most ignorant of readers (many of whom posted on this website) to believe that they intended to usurp basic economics. If you lower men's ticket prices, you reduce revenues. It will NOT increase attendance at women's basketball, but it WILL reduce the revenues that are shared by all non-revenue sports. Get a clue.

posted by: Joel McMullen | 11/10/09

Other than just presenting the discrepancy in a straightforward way, how is this even news? There is no doubt that, at most campuses, men's basketball is a bigger draw, especially among non-students. At some campuses, where women's basketball has shown sustained success and the product is more mature and better marketed, the ticket prices are likely much more similar. The relative failure of the WNBA -- even with a signficant initial boost from the NBA -- is the most comparable example of women's basketball simply not being as popular or marketable right now as the men's game.

posted by: Jamie Barnes | 11/22/09

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