Malcolm Rivera
Determining whether a professional sports game has sold out isn't always straightforward. Teams can use different methods to calculate attendance numbers, such as counting the number of people who go through the turnstiles or the number of tickets sold. Ticket sales are usually higher than the number of people who attend, but this isn't always the case. Teams may give out free tickets to VIPs, players' families, and the media, which can result in a higher turnstile count. Sometimes, teams announce a sell-out crowd when there are clearly empty seats in the stadium. This can be misleading and raises questions about what constitutes a sell-out. High-demand events with limited ticket availability, featuring popular teams or athletes, tend to sell out quickly, reflecting fans' eagerness and excitement.
| Characteristics | Values |
|---|---|
| Number of people who go through the turnstiles | |
| Number of tickets sold | |
| Attendance number | |
| Official capacity of the stadium | 100,000 (AT&T Stadium) |
| Number of tickets sold vs number of people in attendance | 92,076 tickets sold, unknown number in attendance |
| High demand for tickets | |
| Limited supply of tickets | |
| Popularity of the event | |
| Eager fans |
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What You'll Learn
Ticket sales vs. turnstile count
The concept of a "sell-out" crowd at a sporting event is a complex one. It is often assumed that a sell-out indicates that every seat in the stadium is occupied by a paying customer. However, this is not always the case, and determining whether a professional sports game is a sell-out can be challenging.
Sports economist Andrew Zimbalist explains that there are two primary methods to estimate attendance numbers: the drop or turnstile count, and the number of tickets sold. The turnstile count refers to the number of people who pass through the turnstiles to enter the stadium. While this method provides a reasonable estimate of attendance, it does not account for individuals who may have multiple entries and exits or those who do not pass through the turnstiles, such as VIPs, players' family members, or the media.
On the other hand, ticket sales represent the number of tickets sold to paying customers. In most cases, ticket sales will exceed the turnstile count, as not all ticket holders may attend the event. Additionally, teams may distribute complimentary tickets to various individuals, which can further inflate the number of ticket sales.
In some instances, teams may announce a sell-out crowd even when there are visibly empty seats in the stadium. This discrepancy can occur when the number of tickets sold exceeds the maximum attendance or when the stadium is not fully occupied, but the team chooses to emphasise the higher number to boost their statistics. For example, the Dallas Cowboys claimed a sell-out crowd for their Thanksgiving Day game against the Washington Redskins, reporting 92,076 attendees, despite the stadium's capacity being 100,000.
Ultimately, the definition of a "sell-out" crowd is not always clear-cut, and it can be influenced by various factors, including ticket sales, attendance numbers, and strategic decisions by the teams to enhance their image.
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Empty seats at 'sold-out' events
Empty seats at sold-out events are a common occurrence, and understanding the factors contributing to this phenomenon is essential. Firstly, it's important to recognise that determining whether a professional sports game is genuinely sold out is not always straightforward. Sporting organisations may employ various strategies to maximise their attendance numbers and portray a sold-out event, even if there are empty seats visible.
One approach is to focus on ticket sales rather than actual attendance. Ticket sales can be higher than the number of people who attend, as free tickets may be provided to VIPs, players' families, and the media. Additionally, standing room-only tickets can be expensive, and fans eager to secure their spots may purchase tickets early, resulting in quick sellouts. Therefore, it's not uncommon for sold-out events to have empty seats due to no-shows or unclaimed complimentary tickets.
Another factor is the discrepancy between attendance numbers and venue capacity. Teams may announce a sell-out crowd based on ticket sales, even if the actual attendance falls short of the venue's maximum capacity. For example, the Dallas Cowboys reported a sell-out crowd of 92,076 people at their Thanksgiving Day game, while their stadium has a capacity of 100,000. In such cases, empty seats at a sold-out event can be attributed to unoccupied seats that were nonetheless paid for.
The definition of a "sell-out" can also be manipulated to suit an organisation's interests. As Washington fan Ben Jones observed, teams may choose to emphasise whichever number, attendance or ticket sales, presents them in the best light. If ticket sales are high but attendance is low, they may still label the event a sell-out. Conversely, if ticket sales are low but attendance is high, they may also call it a sell-out. This flexibility in defining a sell-out contributes to the occurrence of empty seats at events proclaimed as sold-out.
Ultimately, the presence of empty seats at sold-out sporting events is influenced by a combination of factors, including ticket sales, attendance numbers, complimentary tickets, venue capacity, and strategic definitions of a "sell-out." While it may be disappointing for viewers at home to see empty seats during a proclaimed sold-out event, it underscores the complex dynamics between attendance, ticket sales, and the business interests of sporting organisations.
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High demand and limited supply
The concept of a "sell-out" crowd at a sporting event is intriguing and can be influenced by various factors, including high demand and limited supply. This occurs when the demand for tickets exceeds the available seating capacity, resulting in a competitive environment for acquiring tickets.
High demand for sporting events can be attributed to several factors. Firstly, the popularity of the sport itself plays a significant role. Certain sports, such as football or basketball, have a broader fan base and following, leading to increased ticket sales and higher chances of selling out. Additionally, the specific teams or athletes involved can also influence demand. When well-known, star players or popular teams participate in an event, it attracts a larger crowd compared to less prominent or lesser-known competitors. For example, a championship game featuring renowned players will likely result in fans rushing to buy tickets as soon as they become available, often leading to quick sellouts.
Limited supply, on the other hand, refers to the finite number of tickets available for a sporting event. This is influenced by the seating capacity of the venue. As the popularity of sports increases, the number of people interested in attending live events also grows. However, venues have limited space, and the availability of tickets becomes constrained. This limited supply can further fuel the demand, creating a sense of urgency among fans who are eager to secure their spots at these coveted events.
The combination of high demand and limited supply results in a competitive market for tickets. When highly anticipated or major sporting events are scheduled, record-breaking sales are often reported by ticket sales platforms. In some cases, tickets may sell out almost instantly, leaving many fans disappointed. This highlights the impact of limited seating on purchasing behavior and the lengths to which fans are willing to go to secure their attendance at these events.
While high demand and limited supply are significant factors, it is important to note that other aspects also contribute to defining a "sell-out" crowd. These include the distribution of complimentary tickets to VIPs, players' family members, and the media, as well as the accuracy of attendance numbers reported by teams, which may not always reflect the actual number of attendees. Nonetheless, the interplay between high demand and limited supply remains a critical aspect of understanding the dynamics of ticket sales and the excitement surrounding popular sporting events.
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Free tickets for VIPs and media
When it comes to sporting events, the term "sell-out" can be ambiguous and open to interpretation. While it ideally refers to an event where all tickets have been sold, the reality is often more complex. The distribution of free tickets to VIPs and media personnel is a common practice that can influence the perception of a "sell-out" event.
Sports teams and event organisers often provide complimentary tickets to VIPs, media representatives, and players' family members as a form of hospitality or to generate publicity. This practice can result in a discrepancy between the number of tickets sold and the actual attendance, as not all ticket holders may choose to attend. In some cases, this can lead to situations where a "sell-out" event has visible empty seats, raising questions about the accuracy of the term.
The decision to offer free tickets to VIPs and the media is a strategic one for sports teams and event organisers. By doing so, they can cultivate and maintain relationships with influential individuals and organisations, generate positive publicity, and potentially increase revenue through sponsorship and future ticket sales. Additionally, having prominent figures and media coverage at an event can enhance its prestige and appeal to a wider audience.
However, the practice of providing complimentary tickets can also be controversial. Some fans may feel that it prioritises commercial interests over their experience as paying attendees. It can create a perception of exclusivity, especially if the number of complimentary tickets is substantial. This could potentially alienate loyal fans who are unable to secure tickets due to limited availability or financial constraints.
Ultimately, the decision to offer free tickets to VIPs and media personnel is a strategic choice that can have both benefits and drawbacks. While it can enhance the prestige and publicity of an event, it may also lead to discrepancies between ticket sales and actual attendance, impacting the perception of a "sell-out" event. To maintain transparency and fan trust, it is essential for teams and organisers to communicate clearly about their ticketing practices and definitions of a "sell-out."
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Popularity of sport, teams and athletes
The popularity of a sport, team, or athlete can be a significant factor in determining whether a sporting event sells out. High demand for tickets to see popular sports, teams, or athletes can result in sold-out crowds and packed stadiums.
Soccer (known as football outside North America) is the world's most popular sport, with 3.5 billion fans worldwide as of 2025. It is easy to play, as it only requires a ball, and its competitive, fast-paced nature makes it exciting to watch. The World Cup, the most prestigious tournament in football, drew an estimated 5 billion viewers in 2022, with 1.5 billion people tuning in to watch the final alone. The sport's massive global following all but guarantees sold-out stadiums whenever and wherever matches are played.
In the United States, American football is the most popular sport, with over 188.4 million fans. The Dallas Cowboys, for instance, have sold out 265 games in a row, and their Thanksgiving Day game against the Washington Redskins in 2018 was also declared a sellout, despite having 92,076 people in attendance, short of the AT&T Stadium's 100,000 capacity.
Other popular sports worldwide include basketball, cricket, hockey, and tennis, each with millions of devoted fans. Basketball, for instance, is extremely popular in Europe, with the EuroLeague, including teams from multiple European countries, showcasing the sport's transnational appeal. Cricket is immensely popular in South Asian, Australian, and New Zealand, with 2.5 billion fans worldwide. The Cricket World Cup, featuring ten teams, is held every four years, attracting massive viewership and attendance.
The popularity of a sport, team, or athlete is a crucial factor in selling out sporting events. The more popular an event is, the higher the demand for tickets, often resulting in sold-out stadiums and packed arenas.
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Frequently asked questions
A sellout for a sporting event is when all the tickets for the event are sold out.
The two most basic techniques for calculating sold-out tickets are the drop count or the turnstile count, which is the number of people who go through the turnstiles. Another way is to count the number of tickets sold.
The fast sellout of tickets to sporting events can be due to a combination of high demand, limited supply, the popularity of the event, and eager fans. The popularity of the sport, the specific teams or athletes involved, and the location of the event can also be factors.
No, sometimes teams will announce a sellout crowd when everyone watching the game at home can clearly see empty seats. This is because the team uses whichever number, attendance or tickets sold, is higher.
