The Los Angeles Lakers could see a significant rise in ticket prices over the next two years as their incoming ownership group plans to reduce reliance on ticket brokers and exercise greater control over the resale market, according to documents obtained by reports. Average ticket prices could increase from about $217 to $361, illustrating how much additional revenue the team might generate by cutting out intermediaries, though no immediate steep price hikes have been confirmed.
Mark Walter, the current owner, is in the process of selling the Lakers to a group led by Joshua Kushner, co-owner of Thrive Eternal, a sports properties company, and former Disney CEO Bob Iger. The NBA has yet to approve the sale, and Thrive Eternal declined to comment on the reported figures. A source familiar with the negotiations, speaking on condition of anonymity, indicated the $361 figure was part of a projection used to attract investors rather than an imminent pricing change.
Under Walter’s tenure, ticket prices for the 2026-27 season were already increased significantly, but future pricing strategies have not yet been publicly announced. The investor materials also highlight broader NBA ticket pricing trends, contextualizing the proposed changes within league-wide movement toward dynamic pricing models.
Historically, sports franchises have partnered with brokers who purchased large blocks of season tickets, guaranteeing teams a baseline of revenue while brokers assumed the risk of reselling tickets at a markup or potentially taking losses. In recent years, however, prominent franchises like the Los Angeles Dodgers have moved away from broker relationships, adopting dynamic pricing strategies that allow them to adjust ticket costs in real time based on demand. This approach can lead to higher resale prices but gives teams full control over pricing and revenue.
The Dodgers, for example, have become the major league leader in attendance and have successfully maintained high ticket prices without heavily discounting less popular seats. The Lakers similarly played to 99.8% capacity last season, a strong indicator of sustained demand, meaning ownership could benefit financially by selling tickets directly at elevated prices rather than allowing brokers to capture much of the markup.
Kushner and Iger’s purchase values the Lakers at approximately $12.5 billion, making them among the most valuable franchises in professional sports, though still trailing the Dallas Cowboys, currently the world’s most valuable sports team at $15.5 billion. The investor presentation reportedly forecasts leveraging ticket pricing, media rights, sponsorship opportunities, and international market expansion to increase annual profits to nearly $600 million by 2037. The franchise’s valuation could reach $30 billion by that time.
Dr. Patrick Soon-Shiong, owner of the Los Angeles Times, holds a 4% stake in the Lakers and has not indicated plans to sell. His attorney recently stated that the stake is retained based on a belief that the franchise remains undervalued.