Rams price tickets on 'demand'

Derby are to become the first Football League club to offer 'demand-based' prices for match tickets.

The Championship club has joined forces with technology company Digonex to offer fluctuating tickets prices based on real-time market conditions such as team performance, rivalries, day of the week and even the weather.

"We're very excited about the positive impact demand-based pricing will have on both our attendance and revenue next season," said Derby chief executive Tom Glick.

"We're confident that the Sports and Entertainment Analytical Ticketing System (SEATS) will help us identify the best price for our tickets; allowing us to provide Derby County fans with more price options, flexibility and the best value for their money at Pride Park.

"Ensuring our match tickets are priced appropriately, we believe we will entice new fans to Pride Park as well as offering more options to existing supporters whilst re-engaging with those supporters who haven't been able to attend matches at Pride Park as much as they would have wished in the last few years."

Rams fans may be able to grab a midweek bargain if snow is forecast to fall during the evening visit of Charlton, but will have to pay top prices for the derby with Nottingham Forest on a sunny afternoon.