BERLIN – November 2024
The FISU World University Games, previously known as the Universiade, is a prestigious international multi-sport event held every two years since 1959, bringing together student athletes from all over the world. As one of the largest multi-sport events after the Olympics, the Games take place in both summer and winter editions. In summer 2025, the Ruhr region and Berlin will co-host this global festival that combines sport, science and culture. Over 12 days, the athletes will compete in 18 disciplines in Duisburg, Essen, Bochum, Mülheim an der Ruhr, Hagen and Berlin.
CONTEXT AND OBJECTIVES
The Rhine-Ruhr 2025 FISU World University Games aim to deliver more than just sports competitions. With a festival-like atmosphere, the event will feature family-friendly zones, concerts, and academic conferences. This diverse offering presents a unique challenge for ticket pricing, requiring a strategy that appeals to both avid sports fans and casual visitors with fair and attractive price points.
For this reason, Smart Pricer carried out a market research project together with the Rhine-Ruhr 2025 ticketing team. The aim was to analyse the willingness to pay and price sensitivity of various target groups and thus create a data-based foundation for a value-based pricing approach.
MARKET RESEARCH: SURVEY DESIGN AND AUDIENCE ENGAGEMENT
The research focused on two key ticket categories:
-
- Ground Pass: Access to all sports events (excluding opening and closing ceremonies).
- Beach Volleyball Final Tickets: Premium seats for the final match.
A significant challenge was the forward-looking nature of the event, with few comparable alternatives. Limited familiarity among the local population in North Rhine-Westphalia with such events made accurate price estimation difficult. To mitigate “hypothetical bias”—the risk of respondents providing unrealistic answers due to abstraction—the offerings were meticulously detailed.
A tailored survey, based on the Van Westendorp price sensitivity meter, was developed. It included clear descriptions and visual aids for each ticket category, along with questions about purchasing behavior and price perceptions.
Ground Pass: Flexible Access to All Sports Events
The Ground Pass targets sports enthusiasts who want to experience as many competitions as possible. In addition to event access, the pass offers perks like free public transportation. The survey aimed to discover how respondents perceived the product and its pricing.
To ensure relevance, an external marketing panel engaged individuals who frequently attend sports, cultural, or music events. A detailed explanation of the Ground Pass ensured participants understood the value of the offering.
Beach Volleyball: Premium Final Tickets
The second survey examined perceptions of Category 1 seating for the Beach Volleyball Final. The scenario was clearly defined, detailing the sport, tournament stage, and participating teams. This approach targeted sports enthusiasts with prior experience attending similar events, ensuring informed pricing feedback.
KEY INSIGHTS
The survey results revealed distinct preferences for ticket prices, often exceeding initial assumptions. Notably, younger, sports-oriented participants (18–35 years) demonstrated lower price sensitivity and a willingness to pay significantly higher amounts compared to other segments.
For the Beach Volleyball Final, price responses showed less variability compared to the Ground Pass, likely due to the precise targeting and better understanding of standard market prices in this category.
Another crucial finding was the potential to boost early ticket sales with discounts of approximately 25%, without diminishing perceptions of quality.
CONCLUSION
The market research for the Rhine-Ruhr 2025 FISU World University Games provides actionable insights for pricing strategies and audience engagement. By focusing on the willingness to pay among different visitor segments, ticket prices can be structured to maximize sales while enhancing the event’s appeal.
If you’re interested in conducting a similar market research project for your events or products, we’d be delighted to collaborate. Let’s explore how we can optimize your pricing strategies and better connect with your target audience!