Mark Walter might be selling the Lakers, but the incoming owners plan to emulate the Dodgers’ successful strategy: eliminate ticket brokers and use direct control over ticket resales to increase prices. According to a Wall Street Journal report based on documents shared with potential investors, the average cost of a Lakers ticket could soar from $217 to $361 within the next two years.
Thrive Eternal, the sports management company led by new Lakers owner Joshua Kushner, declined to comment since the NBA has yet to approve the sale. However, a source familiar with the deal, who couldn’t speak publicly, said the $361 figure was meant to show potential investors the extra revenue opportunity from cutting out brokers—not an immediate plan to hike ticket prices drastically.
In February, under Walter’s leadership, the Lakers announced significant ticket price increases beginning with the 2026-27 season, though no updates have been made beyond that timeframe. The investor documents also highlight how NBA ticket prices overall have been climbing.
Traditionally, sports teams maintained long-standing partnerships with ticket brokers who purchased large blocks of season tickets. While this guaranteed revenue for teams, brokers profited by marking up tickets for popular games but risked losses on less popular matchups. Over the past ten years, teams like the Dodgers have removed brokers from the equation and assumed the risk themselves, using dynamic pricing to constantly adjust ticket costs based on demand. The Dodgers rarely discount even low-demand seats, preferring some empty spots over training fans to wait for lower prices.
The Dodgers currently lead Major League Baseball in attendance, aiming to sell about 4 million tickets for the second year in a row. Meanwhile, the Lakers filled 99.8% of available seats last season, per ESPN. This creates a straightforward financial choice: sell tickets to brokers for $100 who then resell at $200, or sell directly at $200 and keep the entire margin.
Kushner and former Disney CEO Bob Iger recently agreed to buy controlling interest in the Lakers at a $12.5 billion valuation. For context, the Dallas Cowboys remain the most valuable sports franchise at $15.5 billion.
The Thrive Eternal investor presentation forecasted that through raising ticket prices along with media rights, sponsorships, and international market growth, the Lakers could generate nearly $600 million in annual profits by 2037, at which point the franchise’s value might reach $30 billion.
Dr. Patrick Soon-Shiong, owner of the Times, retains a 4% stake in the Lakers. His lawyer confirmed last month he is not selling partly because the team remains undervalued in his view.
Fan Take: This move signals a shift toward maximizing profits through ticket pricing and market control, which could make attending games more expensive for everyday fans. While it might boost the franchise’s financial power, it also raises concerns about accessibility and the fan experience in basketball’s future.
Source: sports.yahoo.com
