price; conversely, when a team is on a winning streak, fans will be willing to pay more. Dynamic pricing was first introduced to sports by a start-up software company from Austin, Texas, Qcue and Major League Baseball club San Francisco Giants. The San Francisco Giants implemented a pilot of 2,000 seats in the View Reserved and Bleachers and moved on to dynamically pricing the entire venue for the 2010 season. Qcue currently works with two-thirds of Major League Baseball franchises, not all of which have implemented a full dynamic pricing structure, and for the 2012 postseason, the San Francisco Giants, Oakland Athletics, and St. Louis Cardinals became the first teams to dynamically price postseason tickets. While behind baseball in terms of adoption, the National Basketball Association, National Hockey League, and NCAA have also seen teams implement dynamic pricing. Outside of the U.S., it has since been adopted on a trial basis by some clubs in the Football League. Scottish Premier League club Heart of Midlothian introduced dynamic pricing for the sale of their season tickets in 2012, but supporters complained that they were being charged significantly more than the advertised price. Retail Retail is the next frontier for dynamic pricing. As e-commerce grows in importance and the size of assortments expands, retailers are turning to software to help track product prices and make pricing updates. Retailers, and online retailers, in particular, adjust the price of their products according to competitors, time, traffic, conversion rates, and sales goals. Dynamic pricing is quickly becoming a best practice within the retail industry to help stores manage these factors in a fast-paced market. Dynamic pricing software allows retailers to easily understand what happens in their assortments at a glance and act proactively on market changes. Some retailers will build their own dynamic pricing software, but many more will outsource to a software vendor. Retailers in all categories use dynamic pricing software including sporting goods, beauty, fashion, do-it-yourself and hardware, baby and family, auto parts, home care, fast-moving consumer goods (FMCGs), and more. Dynamic pricing can even be used by brick and mortar stores with the help of electronic shelf labels (ESLs). Theme parks Theme Parks have also recently adopted this pricing model in hopes to boost sales. Disneyland and Disney World adapted this practice in 2016, and Universal Studios followed suit. It needs to be pointed out that this pricing model resembles price discrimination