Leeds United insider clarifies Elland Road stance on AI ticket pricing after Paraag Marathe remarks

Leeds United have no plans to introduce AI-driven dynamic ticket pricing at Elland Road, despite recent comments from chairman Paraag Marathe.

Club sources have moved to reassure supporters that his suggestions do not represent a concrete blueprint for the club's ticketing policy.

Leeds have no plans to introduce AI dynamic ticket pricing

Marathe raised the possibility of using artificial intelligence to adjust ticket prices according to supporter loyalty while speaking at Leaders Week London.

He suggested the technology could potentially make tickets more affordable for regular supporters while increasing revenue from seats in hospitality and corporate areas.

However, club sources have now told Leeds Live that there are currently no plans to introduce dynamic pricing or use AI for this purpose.

Marathe is also understood not to have intended his comments as a definitive future ticketing strategy.

Leeds currently operate a fixed category system, with prices determined by the perceived demand for individual fixtures rather than changing in response to market conditions.

The Leeds United Supporters' Trust have welcomed the clarification, while stressing that supporters must be consulted about any potential changes.

The organisation added that it would strongly oppose any model resulting in fans paying more because of demand.

Consultation is also an important consideration under the newly established Independent Football Regulator's requirements for clubs considering ticket price changes.

FGG says: Leeds must keep supporters involved in ticket pricing decisions

The clarification should ease concerns among Leeds supporters who feared Marathe's comments signalled an imminent shift towards AI-driven pricing.

There is a significant difference between exploring a potential technology and committing to introduce it.

Using loyalty data to reward regular matchgoers might sound appealing, but any system that raises prices for less frequent supporters could create resentment and make attending Elland Road less accessible.

Leeds already distinguish between fixtures through their existing category system, so any future changes would need to demonstrate clear benefits beyond simply increasing revenue.