I thought of an interesting marketing idea for concessions at games.. If you're wearing a home team jersey, you get 10% off the price If you're wearing an away team jersey, you get charged 10% more It would probably piss off the away fans, but their opinion doesn't count anyway. Obviously you don't explicitly mark up the price for away fans. There's any number of marketing tricks you can use to accomplish that which I won't get into since this is just a concept. The primary reason for doing this is to encourage fans to support the team, and get a better atmosphere in the arena. There's nothing better to help ticket sales then if your fans are having a good time while they're at the arena. It may also encourage fans who don't have jerseys to get one. You also discourages away fans from supporting their team, which again results in a better atmosphere for YOUR fans. And gouging away fans to make extra money isn't a bad idea either. They're only going to come for a couple games every season at most, might as well squeeze them for an extra couple bucks. Or a simpler, less discriminatory way of doing this is a simple "support your team at the game, 10% off concessions if you wear a Rangers jersey" and of course adjusting prices a bit so the total revenue is around the same, but the jersey wearers get a slightly better deal.