With rise of New York Liberty, ticket prices jumping ‘significantly’
Photo by Mike Lawrence/NBAE via Getty Images
The Liberty are a runaway success story ... and now ownership want to reap the rewards of their investments. Things are looking good for the New York Liberty (putting aside last night’s loss to the WNBA’s worst team, the L.A. Sparks.) They still are on top of the league with a 26-6 record and when the playoffs begin in three weeks — September 22 to be precise — they will almost certainly hold the top seed throughout the post-season. Their home attendance is second in the NBA, behind only the Indiana Fever and the Caitlin Clark phenomenon in this, the league’s big moment. Moreover, in the Tsais’ sale of a minority stake in BSE Global a few months back, the Libs were valued at $200 million, making them the most valuable WNBA team ... ever.
Even the team’s mascot, Ellie the Elephant, has become famous, with more than 100,000 followers on Instagram!
Good times indeed and now, the Liberty’s ownership is looking for a payoff. The team has announced an increase in season ticket prices for 2025. Word first came last week in a message to its most loyal fans...
The key paragraphs...
With success comes greater demand. Since arriving in Brooklyn, we could never have imagined the incredible fan base that you have become. We have nine times the number of season ticket holders since moving to Barclays Center in 2019. In 2023, we set an attendance record and this season, we sold out courtside inventory, introduced a premium season waitlist and opened the upper bowl for every game at Barclays Center.
In response to consumer demand and surge in secondary market prices, we will be increasing ticket prices for the 2025 season. This is not a decision we made lightly or in haste. Rather it is based on what the market is calling for and will ensure that tickets will belong to the most loyal Liberty fans. We know you have a choice about how you spend your time and resources and we want you to know how much we value your continued loyalty.
The team also noted that there will be caps for the “most loyal” of the fanbase — those who’ve been season ticket holders for more than three years. That small group will also be rewarded with other amenities. And for the first time, the team will be offering season ticket prices in the upper bowl of Barclays.
Then, on Wednesday, the numbers dropped. Fans got the news on what their tickets will cost. As Sports Business Journal noted, the increases are “significant ... impacting nearly every seat.” Lower bowl seats are rising by about $30 per game, a 59% increase, SBJ reported. SBJ also noted that the Liberty increases follow similar moves from the Minnesota Lynx, Las Vegas Aces and Chicago Sky as the WNBA enjoys its enormous success.
In an interview with amNewYork, Keia Clarke, the Liberty CEO, explained how the team wants “sustainability.”
“We see everything that’s happening right now for the Liberty as investments in the future of this entire league,” she told amNewYork’s Joe Pantorno. “We want to ensure that there are the same girls. We want to have a successful team. We want this league to be successful — one that our dedicated fans will be really proud of. It’s not just about 2024 or 2025. It’s about the future of sustainability and staking our claim in this landscape of professional sports.”
A number of fans went online to express their surprise at the increases with some noting that their tickets had doubled in price...
With the direction of the league, a price increase for New York Liberty tickets is understandable, but doubling the price is absolutely INSANE! Especially for loyal season ticket holders.— Liberty Lead (@LibertyLeadSM) August 28, 2024
My Liberty season ticket price DOUBLED for next year. I could look to see if I could move but I’m kinda just turned off by the whole thing and will likely cancel. Sad.— Theresa (@theresuh219) August 28, 2024
I was expecting an increase for the Liberty season tickets, but close to 50% is WILD!— Sizzle (@SizzleDaMonster) August 29, 2024
Not everyone is willing to throw in the towel, however.
“We’ve talked about what happens when the price goes up,” Carla Bautista, Stark’s girlfriend, said. “We’re coming no matter what.”^It’s fascinating that Liberty fans who get notified about season ticket prices going up have reacted like this. Fun story here from Dayna Evans. https://t.co/LevOtiYXsv— Jackie Powell (she/her) (@ClassicJpow) August 28, 2024
The WNBA is indeed changing and there are even some fans who would rather it stay more of an exclusive club but that moment has passed. It is a thriving business. (And the players, whose salaries are for the most part in the mid five figures, certainly understand that and want to reap the benefits.)
“I used to say, ‘in my lifetime,’” Clarke told SBJ in discussing the league’s advances, “and I’m super proud that it’s not just in my lifetime, I’m able to have conversations like this that are focused on the business health and not the anemia of the league. As a shepherd of the game, my attention turns completely to what is next.”
New York Liberty increasing season-ticket prices, CEO Keia Clarke speaks exclusively with amNewYork - Joe Pantorno - amNewYork
Liberty the latest to raise season ticket prices - Bret McCormick - Sports Business Journal
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