Buying season tickets with the intention of reselling tickets to individual games is a strategy some people use to try and make money. There are a few key factors to consider when determining if this can be a profitable endeavor.
Can you sell season tickets for a profit?
In general, it is possible to sell individual game tickets from season ticket packages for a profit. The key factors that impact profitability are:
- The team’s popularity and demand for tickets
- The particular games in the package (rivals, playoffs, etc.)
- The seat location – lower bowl or club seats fetch higher prices
- Current secondary market conditions and prices
For popular teams and games, there is often enough demand that you can sell tickets above face value. The better the seat location, the higher your profit margin as well. However, for less in-demand games, you may have to sell below face value just to unload tickets.
What are the costs of season tickets?
When calculating potential profits, you need to factor in the full costs of buying season tickets:
- Season ticket invoice cost
- Seat license fees (one-time or annual)
- Ticket fees and shipping
- Playoff ticket strips (may be required)
- Parking passes
Add up the total out of pocket costs and use that as your baseline for determining profitability. Also factor in your time spent reselling tickets and delivery/shipping costs.
When is the best time to sell tickets?
Timing is also key – prices fluctuate over the course of a season. In general:
- Preseason – Lower demand unless a major signing or trade
- Early regular season – Prices higher for anticipated matchups
- Mid-late season – Lower demand for poor performing teams
- Playoff push – Spike in demand for contenders
Sell early when anticipation is high. Offload less desirable games later to recoup some costs. Capitalize on a playoff race late in the season.
What marketplaces are available?
There are a variety of online resale marketplaces available to sell tickets. Some options include:
- StubHub – Large secondary ticket marketplace.
- VividSeats – Resale site with buyer guarantees.
- SeatGeek – Consolidates listings from other sites.
- Gametime – Last-minute mobile app sales.
- Craigslist – Classified ads, riskier.
- Facebook Groups – Team specific fan groups.
Each site has pros and cons related to fees, exposure, payment processing, and buyer protections. Having multiple options gives flexibility to sell tickets.
Are there legal restrictions?
Some states and venues have laws restricting ticket resale above face value. Check local regulations before assuming you can sell for a substantial profit. There may be caps on resale prices to provide fair access.
Many teams also explicitly prohibit season ticket holders from reselling just to profit. Review the season ticket holder contract terms and conditions thoroughly.
Can selling tickets be a steady income stream?
For the right teams, consistently selling out a season ticket package can provide a nice income stream. But there are risks involved each season:
- No guarantee you will keep obtaining season tickets year to year
- Cannot predict team performance or demand next season
- You may be forced to drop prices significantly to sell undesirable games
- Marketplaces take commissions from sales
- Need to absorb unsold tickets or playoff tickets you cannot attend
Have a thorough plan and budget before assuming steady income from ticket resales season after season.
Examples and Case Studies
Here are some examples of both profitable and unprofitable season ticket resale attempts:
Profitable Season Ticket Resale
- NBA team makes marquee free agent signing in offseason, demand skyrockets
- Seller uses online marketplace to sell preseason tickets at 200% markup = $5,000 profit
- Big rivalry game brings 300% markup over season ticket face value
- Sell playoff tickets for well over invoice cost during team’s finals run
- Net profit of $20,000+ reselling half of 81 game ticket package
Unprofitable Season Ticket Resale
- NHL team performs poorly, demand drops as they fall out of playoff race
- Forced to sell tickets below cost just to fill seats late in season
- Oversaturated resale market yields low prices on less marquee games
- Ends up selling at loss just to recoup some money
- Net loss of $5,000+ reselling package of tickets
As the examples illustrate, results selling season tickets can vary greatly depending on demand factors.
Keys to Making Profit Reselling Season Tickets
Here are some best practices to follow for maximizing profits reselling season tickets:
- Select popular, winning teams where demand exceeds supply
- Get the best possible seats you can access – lower bowl or club sections
- Factor in all costs accurately – don’t underestimate expenses
- Sell high demand games (rivalries, playoffs) early
- Use data and research to price tickets competitively
- Utilize multiple marketplaces to maximize exposure
- Provide excellent customer service and delivery reliability
Conclusion
Reselling season tickets can be profitable with the right approach, but has some inherent risks as well. Choosing the right teams and seats, pricing intelligently, and utilizing multiple sales channels gives you the best chance for income success. But be prepared for unused ticket costs and market variability from factors like team performance. Do thorough planning and analysis to determine if the income potential exceeds the time, expense, and risk involved.
