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AFL defends 'dynamic ticketing' trial

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AFL club and operations manager Travis Auld

Our research indicates that in many cases it will be quite favourable for supporters

THE AFL's dynamic ticketing trial will be "favourable" to fans and won't add extra confusion to the process of purchasing seats, according to the League's club and operations general manager Travis Auld. 

The new model will see clubs free to increase prices by up to $3 at a time on as many as four occasions in the lead-up to headline games, in a bid to drive fans to buy seats to headline matches early. 

It means prices for blockbuster games could increase by as much as $12.

But it is also expected some clubs will use the moving ticketing option to decrease the price of tickets to games that are expected to draw lower crowds.

At least a handful of clubs are believed to be considering implementing the trial this season, and the clubs themselves – not the AFL – will control if and when ticket prices change in value.

Although there was a supporter backlash to variable ticketing prices in 2014, Auld said this trial should provide a more popular mechanism to get to games.  

"This is driven by the clubs themselves. The clubs know their fans a lot better than the AFL does, and they feel that this is something that will help drive attendances," Auld told SEN on Wednesday. 

"Both the clubs and the AFL have this single-minded objective to get as many people to games as we can and they feel this opportunity will work for supporters.

"Our research indicates that in many cases it will be quite favourable for supporters.

"We want to drive demand." 

Auld said membership prices would not change as a result of the 'dynamic' ticketing trial.

"This is only for those that buy a daily (single match) ticket," he said.

He also denied fans of high-drawing clubs such as Collingwood, Hawthorn and Richmond would be stung more by potential price hikes than supporters who follow smaller clubs.

"That's not true. Some of the bigger clubs when they play interstate clubs at the MCG, for example, there's a real opportunity to look at your pricing," Auld said. 

The League will unveil its full ticketing model for the season later on Wednesday, with clubs involved in the trial free to adjust prices to games – up or down – from then through to the game.