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    How The Pricing Strategies For Paul Williamson Vary by Sport

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    Pooja Shree
    Paul Williamson was responsible for setting ticket prices for the 2012 London Olympics. He considered factors like the popularity and global appeal of different sports, influential athletes participating, and stage of the event. Tickets for the most popular sports like swimming and gymnastics were highest during finals, while less popular sports like handball and table tennis had lower prices overall to attract more spectators. Williamson aimed to maximize revenue but also ensure all events had full attendance.

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    How The Pricing Strategies For Paul Williamson Vary by Sport

    Uploaded by

    Pooja Shree
    232 views3 pages
    Paul Williamson was responsible for setting ticket prices for the 2012 London Olympics. He considered factors like the popularity and global appeal of different sports, influential athletes participating, and stage of the event. Tickets for the most popular sports like swimming and gymnastics were highest during finals, while less popular sports like handball and table tennis had lower prices overall to attract more spectators. Williamson aimed to maximize revenue but also ensure all events had full attendance.

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    Paul Williamson was responsible for setting ticket prices for the 2012 London Olympics. He considered factors like the popularity and global appeal of different sports, influential athletes participating, and stage of the event. Tickets for the most popular sports like swimming and gymnastics were highest during finals, while less popular sports like handball and table tennis had lower prices overall to attract more spectators. Williamson aimed to maximize revenue but also ensure all events had full attendance.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    232 views3 pages

    How The Pricing Strategies For Paul Williamson Vary by Sport

    Uploaded by

    Pooja Shree
    Paul Williamson was responsible for setting ticket prices for the 2012 London Olympics. He considered factors like the popularity and global appeal of different sports, influential athletes participating, and stage of the event. Tickets for the most popular sports like swimming and gymnastics were highest during finals, while less popular sports like handball and table tennis had lower prices overall to attract more spectators. Williamson aimed to maximize revenue but also ensure all events had full attendance.

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    Surname 1

    How the pricing strategies for Paul Williamson vary by sport

    As the Head of Ticketing for the London 2012 Olympics, Paul Williamson was expected

    to set prices for events tickets and through this task, he was to ensure that the 2012 London

    Olympics maximize on its revenue potential and it ends up a profitable undertaking for the city

    of London. Despite the pressure to maximize on the revenue potential, Williamson was expected

    to set the prices to a level that will guarantee that all the events will be fully packed with

    spectators (Gourville and Bertini, 1).

    With approximately 7.9 million tickets up for sale, Williamson relied on six broad

    categories for his pricing strategies. Among these broad categories that were considered is the

    sporting events that will be in and around London, the global appeal of individual sports, local

    appeal of a particular sport that is influenced by UK’s past success on the sport, and event stages

    where awards will be issued. In addition, influential teams or athletes that have a lot of influence

    also impacted on the pricing for particular events they were participating in and lastly, the

    pricing strategies for past Olympics was also considered during the pricing for London Olympics

    (Gourville and Bertini, 8).

    Based on the experience that Williamson had on pricing for events, he knew that it

    would be easy to sell highly priced tickets during the opening ceremony, finals for particular

    events, and during the closing ceremony. However, the biggest headache was selling tickets for

    ‘not-so-popular events’ such as handball, archery, and table tennis, especially during the

    preliminary rounds. Besides this fact, Williamson was also faced with the challenge of setting

    prices for individual sports (Gourville and Bertini, 1). However, it is important to note that the
    Surname 1

    severity of the challenge varied with nature of the sport, for example, it was not challenging task

    to set the prices for swimming events as compared to handball events.

    For the most popular events, which comprised of swimming, artistic gymnastics, and

    athletics, the prices of the tickets during the preliminary rounds was expected to remain at a high

    level during the entire period but they were expected to be at their peak (highest price) during the

    finals and award ceremony of the sport. Additionally, ticket prices for individual sports also

    varied depending on the seating arrangement i.e. seats that were close to the playing field were

    highly priced than seats at the far back end of the playing field.

    Sports that had influential personalities who were widely known across the World and in

    particular, London warranted for high-ticket prices. For example, a swimming event that Michael

    Phelps was participating in warranted for high-ticket prices same as a relay run that Usain Bolt

    was participating in.

    For the ‘not-so-popular’ sports such as handball, table tennis, and archery, the tickets

    were to be set at the lowest levels during the entire period. This strategy was aimed at attracting

    as many people as possible to these events and to enable those who could not afford the other

    highly priced tickets to have a ‘feel’ of watching live an Olympic event.


    Surname 1

    Work Cited

    Gourville, John. and Bertini, Marco. The London 2012 Olympic Games. Boston, MA: Harvard

    Business School Press, 2011 Internet Source

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