Dynamic pricing’s history in English football began with the Derby County Football Club. As ticket office manager for three years during that period, Edward Liddiard saw first-hand the effect of variable pricing on the marketplace and with fans. Liddiard talks about the positive and negative ways in which dynamic pricing changed, as well as how the practice had to adapt to the UK employment system in a working class community such as Derby. Liddiard explains his role in developing and administrating the pricing playbook, which allows football clubs to see what other clubs are charging in order to price their product accordingly. Twitter: @ELiddiard25
