Mark Walter may be selling the Lakers, but the new owners plan to take a money-making page out of the Dodgers’ playbook nonetheless: Dump the ticket brokers and leverage control over the resale market to drive up the cost of a ticket.
As a result, the average price for a Lakers ticket could rise from $217 to $361 within the next two years, the Wall Street Journal reported Friday, citing documents prepared for potential investors.
Thrive Eternal, the sports properties company run by incoming Lakers owner Joshua Kushner, declined to comment because the NBA has not yet approved the sale.
However, the $361 figure was intended to illustrate to potential investors how much incremental ticket revenue the Lakers could gain by booting the brokers, not to signal another immediate and steep price hike, according to a person familiar with the deal but not authorized to comment publicly about it.
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In February, under Walter’s ownership, the Lakers announced significant increases in ticket prices for the 2026-27 season. No announcement has been made for seasons beyond then, but the investor presentation provides information on how prices have increased for NBA tickets across the league.
Sports teams often enjoyed long and beneficial relationships with brokers, who bought out blocks of season tickets. That guaranteed the teams with revenue, with brokers benefiting from a markup for popular games but taking the risk that tickets to less popular games would sell at a loss, or not at all.
Over the past decade, the Dodgers and other teams have kicked out the brokers and taken that risk themselves, with the aid of dynamic pricing: the constant raising or lowering of ticket prices based on real-time supply and demand. For the Dodgers, the worst tickets seldom fall to market rate, because the team would rather live with a few empty seats rather than condition fans to hold out for a lower price.
The Dodgers lead the major leagues in attendance, on pace to sell 4 million tickets for the second consecutive season. The Lakers played to 99.8% of capacity last season, according to ESPN. So the calculus is simple for both teams: Sell a $100 ticket to a broker, who would then sell it for $200; or cut out the broker, sell the ticket for $200, and pocket the $100 difference.
Kushner and former Disney Chief Executive Bob Iger agreed last month to buy controlling interest in the Lakers, at a $12.5-billion valuation. The world’s most valuable sports team, according to Sportico: the Dallas Cowboys, at $15.5 billion.
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According to the Journal, the Thrive Eternal investor pitch projected that the Lakers could leverage increases in ticket prices, media rights, sponsorships and international growth to generate close to $600 million in annual profit by 2037, when the value of the franchise could reach $30 billion.
Times owner Dr. Patrick Soon-Shiong holds a 4% stake in the Lakers. He is not selling his stake in the Lakers, his attorney told The Times last month, in part because “we believe they are still undervalued.”
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This story originally appeared in Los Angeles Times.
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