Leeds United source clarifies Paraag Marathe AI comments on dynamic Elland Road pricing

Paraag Marathe caused some concern among Leeds United supporters over his comments on dynamic ticket pricing.

Leeds chairman Marathe hinted last week that AI technology could be used in ticket pricing if loyalty could be determined.

“There’s probably an opportunity to do it in a way that does increase revenue, but also makes it affordable for your most hardcore fans,” Marathe said when speaking at Leaders Week London.

“Not just to make to maximise price, but if there’s a way to truly dynamically price based on your supporters - how frequently they go and how much they transact and interact with the club - we can make it more affordable for those folks or certain seats where it’s a little bit more of a hospitality corporate area.”

Marathe's comments caused some concern amid fears supporters could end up paying more for tickets if demand was higher.

However, it looks as though there are no immediate plans to change the current system for tickets at Elland Road.

What has been said about dynamic pricing at Leeds United?

Leeds currently do not use AI technology or dynamic pricing for their matchday ticket policy.

Instead, like most clubs, Leeds do have different categories depending on the level of opposition they are facing.

For instance, Sunday's clash with fierce rivals Manchester United is classed as a Category A+ fixture, but prices are fixed and do not move if demand increases.

Leeds Live has now reported that a club source has shared that there are no plans to bring in dynamic pricing for matchday tickets nor to use AI in this area.

Their report added that Marathe did not intend for his comments to be seen as a concrete suggestion that Leeds would be introducing the system in the future.

Hopefully common sense prevails at Leeds United

Dynamic pricing has been a bone of contention in the United Kingdom now for some time.

The idea is simply one that rips people off, because the more demand there is, the higher prices go.

It is a practice that is used regularly for things like concerts, with the issue particularly prevalent during Oasis' comeback tour in 2025.

Had it been introduced on any level at Elland Road, it would have been a PR disaster in all honesty, and there was rightly pushback at suggestions it could be used.

Leeds have got plenty right on and off the pitch, and it is encouraging to see these plans are not in place.