Leeds United Weighs AI-Powered Ticket Pricing
Leeds chairman Paraag Marathe is weighing AI ticket pricing based on supporter attendance and engagement, with no rollout announced.
Chairman Paraag Marathe says supporter attendance and engagement could inform prices, but no rollout has been announced.
Leeds United chairman Paraag Marathe is considering AI-powered dynamic ticket pricing, with the aim of increasing revenue while making attendance more affordable for regular supporters, City AM reported Oct. 8.
Speaking at Leaders Week London at Stamford Bridge, Marathe compared the idea with airline pricing. He suggested attendance frequency, transactions and interaction with the club could help inform prices, including in hospitality and corporate seating areas.
Leeds already uses pricing tiers, but Marathe said AI does not make those decisions.
“Even right now as we dynamically price, we don’t really use AI.” — Paraag Marathe, Chairman, Leeds United
The report did not identify a technology supplier, implementation date, price caps or a defined formula for measuring supporter loyalty. It described the proposal as a possibility, rather than a confirmed change to the club’s ticket policy.
City AM cited FIFA’s controversial use of variable World Cup ticket prices as context. UEFA, meanwhile, has expressly ruled out dynamic pricing for Euro 2028, committing to a consistent pricing structure throughout ticket sales.
The club’s existing ticketing policy already recognizes attendance in allocating access: its 2026–27 home-ticket process includes a category for members who attended at least 11 qualifying home games in 2025–26. That allocation policy is separate from the AI pricing idea discussed by Marathe.
Matt Hardy
UEFA
