Lakers Ticket Prices Set to Rise as New Owners Cut Brokers
Lakers’ new ownership group plans to remove ticket brokers and use dynamic pricing to raise average ticket costs from $217 to $361 over two years. This strategy mirrors the Dodgers’ approach and could generate an additional $600 million in annual profit by 2037, pushing the franchise’s value toward…
By Felo News Desk · Published
The Los Angeles Lakers are on the brink of a significant shift in how they sell game tickets. Under the guidance of incoming owners Joshua Kushner and former Disney CEO Bob Iger, the team intends to eliminate the traditional ticket‑broker system that has long been a staple of NBA ticket sales. By taking control of the resale market, the Lakers aim to raise the average ticket price from roughly $217 to $361 within the next two years, according to investor documents reviewed by the Wall Street Journal.
Why Brokers Are Being Ousted
For decades, sports franchises have relied on brokers to purchase blocks of season tickets and then resell them to fans. Brokers would buy a large number of tickets at the face value and sell them at a markup for high‑profile games, while taking on the risk of unsold tickets for less popular matchups. This arrangement provided teams with a steady revenue stream and helped maintain high attendance figures.
However, the business model has begun to shift. Teams like the Los Angeles Dodgers have successfully eliminated brokers and embraced dynamic pricing—adjusting ticket prices in real time based on supply and demand. The Dodgers have reported that even the lowest‑priced seats rarely fall to market rate, preferring to leave a few empty seats rather than dilute the perceived value of a Lakers game.
With the Lakers currently operating at 99.8% capacity last season, the calculus is clear: sell a $100 ticket to a broker who then sells it for $200, or cut out the broker, sell the ticket for $200, and keep the $100 difference. The new ownership group believes the latter approach will yield higher long‑term revenue.
Projected Financial Impact
According to the investor pitch prepared by Thrive Eternal, the sports‑property arm of Kushner’s holdings, the Lakers could harness increased ticket prices, media rights, sponsorship deals, and international expansion to generate nearly $600 million in annual profit by 2037. At that point, the franchise’s valuation could climb to $30 billion, surpassing the Dallas Cowboys’ $15.5 billion valuation and solidifying the Lakers as the most valuable sports team in the world.
These projections are not a guarantee of immediate price hikes. A source familiar with the deal clarified that the $361 figure is intended to illustrate potential incremental revenue for investors, not to signal an imminent steep price increase. Nonetheless, the Lakers’ 2026‑27 season already saw significant ticket price increases under Mark Walter’s ownership, setting a precedent for future adjustments.
Stakeholder Reactions
Thrive Eternal declined to comment on the documents, citing the NBA’s pending approval of the sale. Meanwhile, Dr. Patrick Soon‑Shiong, who holds a 4% stake in the Lakers, has stated that he does not plan to sell his shares. His attorney explained that the team remains undervalued, and he believes the new ownership’s strategy will enhance long‑term value.
Bob Iger’s involvement brings a wealth of experience from Disney’s media and entertainment empire, potentially opening doors for new sponsorships and cross‑promotional opportunities. Kushner’s background in real estate and investment could help streamline the team’s operations and maximize revenue streams beyond ticket sales.
What Comes Next?
The NBA must approve the sale before the new ownership can implement the broker‑free model. Once approved, the Lakers will likely roll out a new ticketing platform that allows fans to purchase directly from the team, with prices that fluctuate based on real‑time demand. The league will also need to monitor the impact on fan experience and attendance, as higher prices could alienate some segments of the fan base.
For now, the Lakers’ future ticket pricing strategy remains a closely watched development. Fans, investors, and industry analysts will be eager to see whether the broker‑free approach delivers on its promise of increased revenue without compromising the team’s storied legacy and fan loyalty.
Key facts
- Kushner and Iger plan to eliminate ticket brokers to raise prices from $217 to $361
- Dynamic pricing mirrors the Dodgers’ successful broker‑free model
- Projected $600 million annual profit by 2037 could push Lakers’ value to $30 billion
- Stakeholders like Dr. Soon‑Shiong see the move as a value‑enhancing strategy
- NBA approval is required before the new ticketing system can launch
- Potential impact on fan experience and attendance remains to be seen
Why it matters
Removing ticket brokers could reshape how NBA teams monetize attendance, potentially increasing franchise values and setting new industry standards for ticket pricing and revenue generation.
Frequently asked questions
Will ticket prices increase immediately after the sale?
No. The $361 figure is a projection for investors, not an immediate price hike. The new pricing strategy will be rolled out after NBA approval.
How will the new ticketing system work?
Fans will purchase tickets directly from the Lakers’ platform, with prices set dynamically based on real‑time supply and demand.
What is the impact on existing season ticket holders?
Details are pending, but the team may offer options to convert or adjust existing holdings under the new system.
Sources
- [1] latimes.com — originally reported as “Lakers ticket prices could rise substantially as Kushner, Iger look to cut out brokers”
