Nadal

Geneva Laver Cup a sellout in two hours

If you weren’t quick on the keyboard at 10 a.m. Geneva time (4 a.m. EST) this morning, you’re out of luck for September’s Laver Cup.

Unless your level of disposable income is off the charts, of course.

All the tickets available for the upper and lower bowls for the three-day, five-session event at Geneva’s 17,000-seat Palexpo sold out in two hours this morning.

In the upper bowl, prices ranged from $250 to over $1,500 for the five sessions.

In the lower bowl, they ranged from $1180 to $2820 US.

Unless they held back some single-session tickets for sale closer to the event (doubtful, but you never know), you had to buy the entire five-session package or be left out.

Get out your wallets

The premium “Hospitality” ticket series are the only option remaining.

And even the cheapest of those are already gone – the three “lowest” levels in this category. Also gone are the “Legends Cup 2” tickets – which are front row along the east sideline and probably don’t even offer the best viewing.

But they’re front row.

The prices on the remaining tickets begin at $6,100 and go up to nearly $7,700 US. That average out to $1,220 – $1540 per session.

Federer and “Team Europe” captain Bjorn Borg were on hand in Geneva Friday as the tickets went on sale.

(Pic: Laver Cup)

Third straight smashing success

This will be the third edition of the Laver Cup, which is an exhibition event. The first two, in Prague and Chicago, also were huge successes on the ticket-selling front.

The Laver Cup: overall, a great debut

And obviously, having this edition in Switzerland, with national hero Roger Federer still a top player, was a slam-dunk.

Still, you get the sense that they need to strike while the iron is hot. 

This edition has confirmed Federer and Rafael Nadal. But the event is more than nine months away. Recent history has not favoured Nadal, health wise, during the post-US Open part of the season.

Federer will be 38 by then. He seems in good form now. But at that age, there’s little certainty there even if he has proven remarkably resilient.

Post-Federer, a harder sell?

But what about “A.F” (after Federer)?

The territory is far less certain at that point, because there’s no doubt Federer’s presence and promotional capabilities drive this particular event. 

It will be fascinating to see how it will “survive” without him even if as an investor, he’ll likely still be fully engaged in promoting it. But when he’s no longer stepping on court, that’s a game-changer.

Laver Cup tix a pricey business

It’s a fantastic event – well-staged, top class. The players who have taken part seem to enjoy it for the most part (as well as the nice cheque they get for showing up).

As a television event, beyond the fact that the commentators and analysts are still trying a little too hard to “hype” it as a “real competitiion”, it’s topnotch. But television viewers don’t pay those premium prices for tickets.

After two years, we’re told, the event is still in the red because of the high startup costs. You’d have to think this third edition will put it in the black – to match the distinctive court.

 



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