You don’t. There. That easy.
OK. Maybe it’s not that easy. I hear sports executives ask that exact question though. “How do we control the secondary market?” Maybe years ago, before Al Gore invented the internet, people didn’t realize the secondary market was there. It was. The internet gave transparency and allowed the free flow of information. With the internet, the secondary market exploded. Now buyers didn’t have to walk from scalper to scalper, asking the price for a ticket for that day’s game. You can just pull up real time prices for tickets on your computer, your iPad, or your mobile phone. And it’s not going anywhere.