“We really wanted to look at, row by row, seat by seat, section by section, where we are not only in comparison to our secondary market but in comparison to all 32 teams across the NFL.”
The Broncos kicked off their season ticket renewal process with an email to season-ticket holders Thursday morning outlining an increase in ticket prices in 2023 to account for nine regular-season home games and the results of a third-party analysis of the franchise’s pricing structure.
The consultation, performed by Kraft Analytics Group, measured Denver’s season-ticket pricing against the rest of the NFL and against the local secondary ticket market. In 2022, the Broncos ranked No. 17 in the NFL in average season-ticket price. “We really wanted to look at, row by row, seat by seat, section by section, where we are not only in comparison to our secondary market but in comparison to all 32 teams across the NFL,” Broncos vice president for ticketing, sales and service Marc Jackson told The Post.The average Broncos ticket sold on the secondary market for nearly 40% more than the average season-ticket price.
“That potential revenue lost could ultimately be reinvested not only into football but the fan experience,” Jackson said. “Really, what we’ve tried to do is be thoughtful about how we can recapture some of that.” Jackson cited the Walton-Penner Family Ownership Group’s work in fan experience in the months since they’ve owned the team, including
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