Sport’s hypocrisy: Claiming to be inclusive while charging prohibitive ticket prices

Sport s hiking of ticket prices for live sport is completely at odds with many of its marketing efforts and risks alienating future generations of would-be fans, writes Matt Readman. Last week, a BBC Sport investigation revealed just how sharply the cost of watching live sport has risen in the UK. Across the Ashes, the Open, Wimbledon, Formula 1, the Ryder Cup and FA Cup, selected ticket prices have increased by an average of around 90 per cent in just a few years – more than twice the rate of inflation. Sports executives have rallied to defend this. Operating costs have risen. So too have fan expectations. And, they argue, the profits flow back into grassroots sport. All fair points. But let’s be honest about the underlying reason: they’re raising prices because they can. Like any market, ticket prices are governed by supply and demand. And the UK is fortunate that its biggest sporting events have never been more desirable. Sports executives will argue that their prices are