Since the moment event industry switched to all digital, the event pricing question became one of the most prominent. Many industries set the price strategies based on pricing theories or economical and mathematical models, however the event industry is lacking such a theoretical approach. We develop event pricing in the best case scenario by building the budget, in the worst case scenario just by applying 'I guess that's going to work' method. During this session we will look into several pricing strategy possibilities, outline what is important to take into account and how to define event tickets prices as well as sponsorships.