Despite their home loss in the conference semi-finals of the NFL playoffs last season, The 2016 Cowboys achieved more than anyone expected. While the Super Bowl is always the ultimate goal in the Big D, the idea that Tony Romo would take them there―whether because of injury or supporting cast—never seemed realistic. In 2017, however, that all changed because of the final injury Romo’s career and one of the most successful draft classes in recent NFL history. Led by rookie Dak Prescott and Ezekiel Elliott, the 2016 Cowboys where instant contenders, and barring major injuries, they’re likely to remain so for years to come. The ticket market has responded, with their average price up 35 percnet from the time last year.
Even with all that demand, Cowboys tickets are not actually the most expensive NFL tickets this season. By that measure, the Patriots $618 average listing price is tops in the NFL. The average number of tickets available on the secondary market at AT&T stadium, however, is twenty times greater than Gillette stadium. That equates to a total of $36 million in secondary value for Cowboys home games compared to $2.2 million for the Patriots. Based on listing value of $36 millions, the Cowboys have the biggest market in the NFL, by more than double.
The Falcons round out the top five at just over $10 million. With an average price of $397 on the secondary market, the Falcons have the biggest year of over year increase for average listing price on the secondary market, up 57 percent from their prices before the 2016 season. While their Super Bowl appearance has certainly helped drive up that demand, the increase has more to do with their new home, Mercedes Benz Stadium. While those prices will likely come down in the coming years, as long as Zeke and Dak are contenders, Cowboys tickets may not. This year, the most expensive game at AT&T Stadium is their October rematch against the Packers. The cheapest seat for that game is going for $216, with standing room only tickets going for $66. As recently as 2010, however, the picture was drastically different.
During their course of their abysmal 6-10 finish in 2010, Wade Phillips was fired and replaced by the Cowboys current coach, Jason Garrett. At the end of the 2010 season, the average price for Cowboys tickets in the secondary market was $145. The cheapest ticket that season was $13 for a Halloween matchup against the Jaguars, about 95 percent cheaper than the cheapest ticket this season.
Despite the incredible expectations that the ticket market is pricing in this season, Dak and Zeke have a long way to go until they can stand with the company of Aikman and Emmitt. To win the franchise’s first Super Bowl since 1996, the Cowboys first have to win NFC Title. If that ever happens at the Jerry Dome, prices would be through the roof.
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