Sports Biz with Darren Rovell

Myths & Facts About The Super Bowl Ticket Market


I’ve received plenty of e-mail and tweets over the last couple days asking me about the Super Bowl ticket market that’s currently seeing tickets listed and sold in the $4,000 range.

So let’s address some of the myths and facts.

Myth: It’s All About The Teams

This is not true. Team and tradition play a big part but it’s not the only factor. Over the last five years, the highest average Super Bowl ticket was for Super Bowl XLI (Colts-Bears). The average price was $3,495 thanks in part to the Bears contingent. But the Packers-Steelers ticket last year was $500 less. Sure, the Steelers had been just two years before, but the Packers fanbase isn’t too shabby.

Fact: Corporate America Matters

Fans often forget that corporate America can significantly affect Super Bowl ticket prices. If teams come from wealthy areas (Read: New York & Boston), executives with corporate expense accounts could drive up prices for Joe Fan. It’s not just about businesspeople who are fans. It’s that they can do business at the game as well with clients who are fans.

Myth: The City Doesn’t Matter

Wrong. The Super Bowl city certainly plays a part in ticket prices. Just like fans typically discount corporate America, they also discount wealth within the area of a game. There are going to be people who will drive from Chicago, with no rooting interest, just to see a Super Bowl. Some will be willing to pay more than Patriots or Giants fans.

Fact: Indianapolis Is A Great Super Bowl City

There's been a healthy dose of bashing for Indianapolis -- it's not Miami, it's not San Diego, it's not some warm weather place that you'd love to go to. This is so overplayed. Who really gets to do touristy things during Super Bowl weekend and fans don't really care that much about the weather. So why is Indianapolis so good? Because it's downtown is so confined that it's extremely easy to get around. What does that mean? You don't have to spend a fortune on cabs and hours trying to get to Super Bowl parties.

Fact: The Secondary Market Has Changed The Game

Fans are extremely comfortable with buying tickets on the secondary market. What does that mean? It means that fans are more willing to buy tickets later in Super Bowl week. I’ve covered the Super Bowl ticket market for a decade and I’ve seen plenty of markets fall out at the last minute. Why? Because it turns out that people buy early at high prices to lock themselves in and then there’s a glut at the end.

In the past 24 hours, things haven’t really moved much. The average Super Bowl ticket price sold on NFL Ticket Exchange is now $4,197, down $4 from Monday.

So where will the Super Bowl ticket end up? I’m pretty confident in saying you won’t find much for $1,500 and you won’t have to spend $4,800.

Questions? Comments?