At the end of this chapter readers will be able to:

articulate the crucial importance of pricing in optimizing club, agency, association and sport league revenues

explain the different approaches to price setting in sport, which include cost-plus pricing, demand-based pricing, competition-based pricing, discriminatory pricing, premium pricing and equity pricing

explain the concept of price elasticity, and apply it to a variety of real-world sport-related settings

identify those situations where it may be appropriate to price sports goods or services below cost through the use of subsidies and recurrent grants.