The record-setting ticketing figures for Super Bowl LIV continued February 3 as National Football League ticketing partner Ticketmaster reported its average price for tickets sold to the game reached $8,507 each, the largest figure for any single live event in the history of the Live Nation-owned company.
The historic figure for the ticketing giant followed a series of similarly robust returns for other NFL ticketing partners including StubHub and SeatGeek, fueled in part by a strong run of last-minute ticketing.
Super Bowl LIV featured a potent mix of popular franchises in the Kansas City Chiefs and San Francisco 49ers with large fanbases, a strong influence of On Location Experiences, and an in-demand tourist market for the game, as the event was staged at Miami’s Hard Rock Stadium.
The game, despite being a sellout, also featured an attendance of just 62,417, the second-lowest such figure for the Super Bowl ever behind only Super Bowl I, which was then still called the AFL-NFL World Championship Game, and had not grown yet to the giant of US broadcasting and popular culture it now is.
Further fueling the fan buying frenzy was what Ticketmaster executives described as an ongoing battle last week between Chiefs and 49ers fans to have greater numbers in Hard Rock Stadium on gameday. Seventeen per cent of Ticketmaster buyers of Super Bowl tickets were from the Chiefs’ home market, and 23 per cent were from California.
But 45 per cent of Ticketmaster sales for the game on the February 2 gameday itself also came from California, suggesting that many US West Coast fans flew to Miami last week without tickets and then waited until the last minute to buy.
“Based on ticket purchase trends these last few weeks, 49ers and Chiefs fans were in a race to see who would have the biggest presence at Hard Rock Stadium come game day,” said Clay Luter, Ticketmaster North America executive vice president and co-head of sports.
“This year’s Super Bowl reached a record-setting average ticket price of nearly $9,000, demonstrating just how important it is to fans to be there live to support their teams. These once-in-a-lifetime moments are what live entertainment is all about, so we expect demand like this to continue in the coming years,” Luter said.