The Trade Practices Contentions
91 The respondents argued that the ARU contravened Part IV of the TP Act, by incorporating the Condition in tickets to the Matches and by including the Restriction in the ATS Licence Agreement. They put their case in a number of different ways.
92 First, it was said that the ARU had engaged in the practice of exclusive dealing, in contravention of s 47(1) of the TP Act. The actions of the ARU were said to come within par (e) of the definition of "the practice of exclusive dealing" contained in s 47(2) of the TP Act. Paragraph (e) provides that a corporation engages in exclusive dealing if it
"(e) will not, or will not except to a limited extent, re-supply goods or services, or goods or services of a particular kind or description, acquired directly or indirectly from a competitor of the corporation or…".
According to the respondents, the ARU had supplied tickets to the Matches subject to the Condition, which required a purchaser not to re-supply the ticket to any person, or alternatively, to persons who intended to use the ticket for commercial purposes. Similarly, the ARU had supplied tickets to ATS and other retail travel agents on condition that the purchaser would not re-supply the tickets as a wholesale product or otherwise than as part of a travel package.
93 Section 47(10) of the TP Act provides that there can be no exclusive dealing by reason of conduct of the kind referred to in s 47(2) unless
"(a) the engaging by the corporation in that conduct has the purpose, or has or is likely to have the effect, of substantially lessening competition; or
(b)…".
It is enough that the corporation engaged in the conduct for a purpose that included the proscribed purpose, so long as it was a "substantial" purpose: s 4F(1)(b).
94 The respondents, as I followed them, argued that the imposition of the Condition had the purpose or effect of substantially lessening competition in the Ticket Market, that is the market for tickets to national representative level rugby matches organised by the ARU. The inclusion of the Restriction in the ATS Licence Agreement had the purpose or effect of substantially lessening competition in the Hospitality Market, that is the market for the supply to clients of corporate hospitality packages in conjunction with national representative level rugby matches organised by the ARU.
95 Secondly, the respondents contended that the ARU had contravened s 45(2)(a)(ii) of the TP Act, which provides as follows:
"(2) A corporation shall not -
(a) make a contract or arrangement, or arrive at an understanding, if -
(i) ...; or
(ii) a provision of the proposed contract, arrangement or understanding has the purpose, or would have or be likely to have the effect, of substantially lessening competition".
96 According to the respondents, the ARU had entered into contracts, in the form of tickets to the Matches, which included a provision (the Condition) having the purpose or effect of substantially lessening competition in both the Hospitality Market and the Ticket Market. Similarly, the ATS Licence Agreement constituted a contract which included a provision (the Restriction) having the same purpose or effect.
97 Thirdly, it was argued that the ARU had misused its market power in contravention of s 46(1) of the TP Act. Section 46(1) provides as follows:
"(1) A corporation that has a substantial degree of power in a market shall not take advantage of that power for the purpose of -
(a) …;
(b) …; or
(c) deterring or preventing a person from engaging in competitive conduct in that or any other market".
The respondents contended that the ARU had a substantial degree of market power in both the Hospitality Market and the Ticket Market. THG and ICM were competitors of the ARU in the Hospitality Market, since the ARU was in the business of providing hospitality packages. The ARU's conduct had the purpose of deterring or preventing THG and ICM, not merely from engaging in competitive conduct, but from conducting any operations at all within the relevant market. The ARU had given effect to this purpose by imposing the Condition on all tickets sold and by introducing or enforcing the Restriction.
98 The ARU submitted that the respondents' TP Act claims were bound to fail because the evidence was insufficient to establish that there was a serious question to be tried as to the existence of either the Ticket Market or the Hospitality Market. Moreover, according to Mr Gleeson, the respondents had not shown that there was a serious issue to be tried as to whether the ARU had the proscribed purpose, having regard to evidence that the ARU was concerned about misrepresentations allegedly made by THG to its clients and about the quality of the service provided by THG to its clients.
99 The ARU also argued that, so far as the Restriction was concerned, the effect of a contravention of the TP Act would be to render the whole contract void. The Restriction could not be regarded as a severable part of the ATS Licence Agreement, since it was an integral part of the arrangement between the parties. It was not open to the respondents to rely on s 87(2) of the TP Act to vary the ATS Licence Agreement so as to excise the Restriction, since s 87(2) cannot be used
"to impose upon the parties a regime which could not represent a bargain they would have struck between them".
ASX Operations Pty Ltd v Pont Data Australia Pty Ltd (No 1) (1990) 27 FCR 460 (FC), at 503; see also TP Act, s 4L.
A Serious Question on Market Issues?
100 The general principles governing the identification and differentiation of markets for the purposes of the relevant provisions of the TP Act have been analysed by the High Court in Queensland Wire Industries Pty Ltd v Broken Hill Proprietary Co Ltd (1989) 167 CLR 177 and in other cases in this Court: see, for example, Arnotts Ltd v Trade Practices Commission (1990) 24 FCR 313 (FC); News Ltd v Australian Rugby Football League Ltd (1996) 58 FCR 447 (Burchett J), at 474ff (reversed on other grounds (1996) 64 FCR 410); Sita Qld Pty Ltd v Queensland (1999) 164 ALR 18. It is enough for present purposes to quote an extract from the comments of the Trade Practices Tribunal in Re Queensland Co-operative Milling Association Ltd (1976) 25 FLR 169, at 190, cited with approval in Queensland Wire:
"A market is the area of close competition between firms or, putting it a little differently, the field of rivalry between them. (If there is no close competition there is of course a monopolistic market.) Within the bounds of a market there is substitution - substitution between one product and another, and between one source of supply and another, in response to changing prices. So a market is the field of actual and potential transactions between buyers and sellers amongst whom there can be strong substitution, at least in the long run, if given a sufficient price incentive. Let us suppose that the price of one supplier goes up. Then on the demand side buyers may switch their patronage from this firm's product to another, or from this geographic source of supply to another. As well, on the supply side, sellers can adjust their production plans, substituting one product for another in their output mix, or substituting one geographic source of supply for another. Whether such substitution is feasible or likely depends ultimately on customer attitudes, technology, distance, and cost and price incentives.
It is the possibilities of such substitution which set the limits upon a firm's ability to 'give less and charge more'. Accordingly, in determining the outer boundaries of the market we ask a quite simple but fundamental question: If the firm were to 'give less and charge more' would there be, to put the matter colloquially, much of a reaction? And if so, from whom? In the language of economics the question is this: From which products and which activities could we expect a relatively high demand or supply response to price change, ie a relatively high cross-elasticity of demand or cross-elasticity of supply?"
101 I do not think it appropriate to analyse in depth the evidence adduced in relation to the market questions. Doubtless that evidence was more limited than is likely to be the case at a final hearing. Only one expert report was tendered, that of Professor Bewley, and (for understandable reasons) there were important gaps in the evidence that might well be filled at a final hearing. Any opinions I express are therefore based on incomplete evidence which may well be supplemented and analysed more thoroughly at a final hearing.
102 On the evidence before me, I am not satisfied that there is a serious issue to be tried as to the existence of a Hospitality Market as narrow in scope as that advanced by the respondents. It seems to me that Professor Bewley's opinion that there is such a market is, at this stage, insufficiently supported by primary evidence of the assumptions that underlie his opinion. In particular, there is no cogent evidence that "primary consumers" (the purchasers of hospitality packages) are insensitive to increases in price or reductions in quality of hospitality packages provided at the Matches and other international events promoted by the ARU.
103 Such evidence as there is suggests that the corporate hospitality market has grown rapidly in Australia over a short period of time and encompasses many different kinds of sporting and entertainment events in major population centres. Hospitality providers such as THG and ICM offer packages to many different events and the evidence, albeit incomplete, suggests that there is a strong degree of substitutability among the various events. There is evidence, for example, that primary consumers purchase hospitality packages to more than one event, a proposition that holds true for a significant proportion of purchasers of packages to the Matches. The pricing of hospitality packages, so far as can be ascertained from the incomplete evidence, tends to fall within a broad range and there is nothing to suggest that packages to the Matches command a substantially higher price, or yield a higher margin, than packages to other high-demand sporting or entertainment events.
104 Professor Bewley suggested that there were substantial barriers to entry in the market for hospitality services. However, the primary evidence rather suggests that the barriers are relatively insubstantial, as reflected in the relatively recent entry of a number of participants in the industry. One of the factual assumptions made by Professor Bewley (the difficulty and expense of compiling a data base of potential customers) is not at this stage supported by the evidence.
105 I think that the respondents, on the evidence adduced thus far, are likely to face considerable difficulties in establishing the existence of the Ticket Market. There is, however, some (albeit rather slight) evidence of a very committed "core" of rugby union supporters (not necessarily people likely to purchase hospitality packages) who might not be deterred by price increases from patronising events such as the Matches promoted by the ARU. This evidence might be used as the foundation for an argument of the kind rejected (in relation to rugby league) by Burchett J in News Ltd v ARL, but which was not resolved on the appeal.
106 It is true, as Mr Gleeson pointed out, that there are gaps in the evidence and there is evidence which suggests that the ARU takes account of the ticket prices for other major sporting events, when setting the prices for the Matches. Nonetheless, albeit with some hesitation, I think that the respondents have established that there is a serious issue to be tried as to the existence of the Ticket Market. But I would classify their case on this issue as relatively weak. Of course, as with other contested issues, the position may change at the final hearing.
107 It is not entirely clear that the existence of the Ticket Market (assuming the respondents can ultimately establish its existence) will assist the respondents in relation to the Restriction. It would be necessary for the respondents to establish, for example, that the ARU had used its power in the Ticket Market to impose the Restriction for the substantial purpose of deterring or preventing THG or ICM and other hospitality service providers from engaging in competitive conduct in that market (TP Act, s 46(1)(c)). Assuming the respondents could establish the necessary purpose, they would then have to show that s 46(1)(c) supports orders under the TP Act, varying the ATS Licence Agreement so as to enable ATS to obtain tickets from the ARU and to resell them free of the constraints imposed by the Restriction. It is far from obvious that this will be the result, having regard to the centrality of the Restriction in the arrangements embodied in the ATS Licence Agreement.
108 In the result, the respondents have not established a serious issue to be tried insofar as their claims depend on the existence of the Hospitality Market. I think that the respondents have established a serious issue to be tried insofar as their claims depend on the existence of the Ticket Market. Even so, on the material before me, I think that the claim is relatively weak and faces special difficulties in its application to the Restriction.