Analyzing And Putting Into Context The New York Jets’ Recent Increase In Season-Ticket Prices

The New York Jets’ recent decision to increase ticket prices by an average of 3%, can only be properly put into context by examining outside economic factors, such as the financial landscape both in the NFL and in the country itself. 

The increase, which was first reported by The Associated Press, comes at a time when the Jets recently completed a 4-13 season, marking the 11th consecutive year in which they failed to qualify for the NFL playoffs. That ties the franchise’s own record for futility in that department, set from 1970-80. 

But this is a time of tremendous inflation in the U.S., with prices climbing 7% from December 2020 to December 2021, the highest jump since a 6.8% increase in June 1982. The Jets, who had not raised ticket prices since 2016 and, in fact, had lowered them in 2018, were hit particularly hard by COVID-19 attendance protocols in 2020.  

MetLife Stadium, located in East Rutherford, N.J., was subject to very strict New Jersey COVID regulations and thus the Jets had no fans at all for any of their eight home games in 2020. It’s unclear exactly how much that cost the franchise, but based on this Forbes story listing their 2018 gameday revenue, it was somewhere in the neighborhood of $475 million at least. 

In fact, prior to that 2018 season, the Jets lowered ticket prices by a weighted average of 11% from 2017. 

In fact, per the Associated Press story, prices for locations such as the lower end zone, mezzanine, upper prime and sideline will remain the same, that is, lower than they were prior to that 2018 price decrease.

And, it contrasts with, for example, Tampa Bay raising ticket prices last off-season by 10 to 45% after winning the Super Bowl for the first time in 17 seasons. 

Besides the Buccaneers, the Carolina Panthers and Cleveland Browns increased season-ticket prices prior to the 2021 season. 

The Panthers’ average ticket price rose 4.4% to $114.67 in 2021, the 10th most-expensive in the league, according to Team Marketing Report.  

For the Browns, over 70% of non-club and non-premium seats rose in price by $10 to $15 per game, according to cleveland.com. However, more than 40% of the non-club and non-premium locations were priced for $80 or less per game. It was the team’s fourth increase in a 13-year span.

The Broncos have raised season-ticket prices each of the last two years. In 2021, the average price rose from about $103.06 to $109.24, an increase of approximately 6% per Denver’s 9news.com. 

However, the Broncos held the line on contracted suite and club-level tickets.

The Broncos, who haven’t reached the post-season since the 2015 team won the Super Bowl, also raised some of their prices this off-season. They announced shortly after the Jets’ price hike that prices for 58% of their seats will increase, prices for 39% will remain unchanged, and the other 3% will decrease. It marks three times in six years Denver has raised at least some prices.

There has been an average price increase in recent years across the league of 5%, per the NFL, according to the Associated Press.

Also for 2022, the Atlanta Falcons are raising season-ticket prices, per the Atlanta Journal-Constitution. The new prices will range from $450 to $950 in the upper deck, $1,050 to $1,850 in the lower- and mezzanine-level non-club sections and $3,950 to $4,170 in the lower-bowl club sections.

The previous prices ranged from $450 to $900 in the upper deck, $1,000 to $1,790 in the lower- and mezzanine-level non-club sections and $3,590 to $3,970 in the lower-bowl club sections.

As for the Jets, they also increased the price for parking by an undisclosed amount, although spectators who pay for season parking will pay 30% less than those who purchase parking for individual games.