Every sports team executive that I talk with has a certain disdain for the secondary market, and particularly for the season ticket holder who regularly participates in it. As a matter of principle, they prefer the cloistered season ticket holder far more than the conduit season ticket holder. However, that conduit opens up tens of thousands of potential new revenue streams to the team. So, the question follows, who is a more attractive season ticket holder, the cloistered or the conduit?

According to various sources, the money spent for sports tickets on the secondary market outpaces the amount spent on the primary market. But that’s only part of it. Even if no money changed hands, the sheer number of transactions on the secondary market far outpaces the number of transactions in the primary.

Anyone who makes purchases on the secondary market is a motivated buyer. Sure, they may be traveling to a visiting city to watch their team, and you may not necessarily be able to market your team to them. But what about the local fans who invest regularly in their teams through the secondary market? These good people are loyalists just as season ticket holders are. Call them Pseudo Season Ticket Holders, but they make up a large and attractive base.

When working with my clients to support their ticketing strategies, we always point out the many ways in which you can satisfy both STH types, keep everyone engaged at the level they prefer, and never have to turn away new sources of revenue.