The ticket has a face value of $255 because that's what a season ticket holder pays. It would cost $900 at the box office. In 2008 the Lakers adopted a tiered pricing system, charging different amounts for different games, depending on the opponent. According to data from the ticket search engine SeatGeek, the asking price on the secondary market for a comparable ticket ranges from $1,473 to $6,000, with an average of $2,582. The Lakers, like other National Basketball Assn. teams, routinely underprice tickets, because owners have to worry about long-term fan loyalty. "Teams that are good today, by and large, are going to be bad down the road," says Rex Fisher, vice-president for business development at Digonex Technologies, which specializes in event pricing. "Maintaining a dedicated fan base is paramount."
Nick Ferrari/Bloomberg Businessweek