Adaptación de Revenue Management en los estadios de futbol profesional colombiano. Caso de estudio Estadio Nemesio Camacho El Campín

Abstract

In this project, an adaptation study was carried out with the objective of evaluating the feasibility of implementing a Revenue Management model as a pricing technique for ticket sales for professional soccer stadiums in Colombia. The Nemesio Camacho El Campín Stadium was taken as a case study to implement the variables to be evaluated in this type of sports precinct. To fulfill this purpose, a market study was carried out in order to identify the supply and demand of the product. Based on this results, a technical study was carried out in which the design of a price allocation model was made, quantifying the influence of aspects such as seat location, customer segmentation, sales channel, advance purchase, football teams, loyalty, season and complementary services. Subsequently, an administrative study was carried out to define the profiles necessary for the development of the strategic plan and the support of the operation. Finally, through a financial study, the economic viability of the project is defined through which it is identified, valued and compared between the costs and benefits associated with the project proposal.