Serena Loss Hits Ticket Brokers Selling Historic U.S. Open Final

Serena Williams of the United States returns a shot to Roberta Vinci of Italy during their Women's Singles Semifinals match on Day Twelve of the 2015 US Open, on Sept. 11, in New York City.

Serena Williams of the United States returns a shot to Roberta Vinci of Italy during their Women's Singles Semifinals match on Day Twelve of the 2015 US Open, on Sept. 11, in New York City.

Photographer: Maddie Meyer/Getty Images
  • Prior to loss, women's final ticket listings averaged $1,186
  • Re-sale listings could drop 50 percent, ticket analyst says

Serena Williams’s U.S. Open loss is also a loss for brokers holding tickets for Saturday’s women’s final.

The winner of the year’s first three major titles, Williams fell 2-6, 6-4, 6-4 to Roberta Vinci in the semifinals of the U.S. Open. The loss denies Williams the opportunity at the sport’s first season Grand Slam since 1988.

Resale ticket prices, pegged to Williams making tennis history, rose to new highs in the past few days. Listings for the women’s final averaged $1,186 prior to the match on ticket aggregator SeatGeek, 51 percent more than the men’s final on Sunday ($783).

No longer. Chris Leyden, a content analyst at SeatGeek, said ticket prices could fall as much 50 percent in the wake of the defeat.

“With Serena’s Grand Slam bid falling just short, we expect, and have already started to see, the demand and prices drop for tickets to Saturday’s final,” Leyden said in an e-mail.

The market began moving during the match, after Serena won the first set, then dropped the second. In the third set, with Williams down a break, ticket listings had dropped 20 percent to $944, Leyden said. The cheapest listing -- or get-in price -- dropped to $279 from $351.

At TiqIQ, another ticket aggregator, the drop was more immediate. Fifteen minutes after the match ended, the average resale listing dropped 50 percent to $679.19. The get-in price dropped 85 percent to $40.

Vinci apologized to fans for upsetting a potentially historic event in an on-court interview after the match. She will play fellow Italian Flavia Pennetta in the final Saturday.

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