Thanks in large part to high demand for Clemson tickets, Forbes and TiqIQ claim that the Bulldogs have the highest average secondary market ticket price among SEC schools. The average secondary market price for a Georgia football ticket this year is $227.01 – making Georgia the only SEC school with an average price over $200. An average price of $359.26 for the Clemson game leads the way.
If you put your bottom line-driven athletic director cap on and look at those numbers, Georgia’s leaving a lot of money on the table with a $40 ticket face value. The difference between that primary price of $40 and the secondary average of $227 is going mostly to brokers, scalpers, and ticket holders rather than into the UGA coffers.
Other schools are starting to recapture some of the gap between face value and the secondary markup with higher overall ticket prices and variable pricing for premium games. Georgia’s still a relative bargain at $40 per ticket and $280 for the season, but you can be certain that discussions are underway in Athens. For perspective, A&M and Auburn season tickets are $450.
We’ve already seen Georgia sign on to higher prices for the Florida game, following a nationwide trend of premium prices for neutral site games. It’s a risk – with the at-home experience more and more appealing, demand for tickets can become increasingly sensitive to price. It’s one thing to see the opportunity with a good 2014 home slate, but will fans be as willing to pay premium prices for a 2015 schedule that offers little more than Alabama?