The Brooklyn Nets love making waves, don’t they? First, it was setting the luxury tax record. Then it was signing Jason Collins. Now this: the Nets will offer reimbursement on up to 15% of a customer’s season ticket package total when they resell through Ticketmaster in what they’re calling “loyalty insurance”:
“Starting with the 2014-2015 season, the Nets will cover up to 15% of the total season-ticket purchase price for those tickets that the holder resells. A fan who spends $5,940 for the $135-per-seat package of 44 home games will be covered for losses on resold tickets up to $891 at the end of the season.”
The only rule is that the tickets must be sold through Ticketmaster, a partner of the Brooklyn Nets. Ticketmaster will track customer data for the franchise on resold tickets and relay that information back to the organization.
The organization has been put under pressure to improve its profitability and this gesture should help indecisive fans down the road. As Lee Berke, an independent sports media and business consultant, said: “When you’re selling high-end seats, you need to provide high-end benefits,” and that’s exactly what the Nets are trying to do.