In joining the Big Ten, USC and UCLA will enjoy a major boost in revenue from media rights — but their football ticket prices could also climb significantly.
Their average ticket price could increase 25-30% in 2024, when the Bruins and Trojans officially become Big Ten members, TickPick brand manager Kyle Zorn told Front Office Sports.
Trojans ticket prices currently range from $23 to $70 for most games, with a few marquee matchups topping $100 on ticket platform TickPick.
Bruins prices range from $29 to $75, with a couple more expensive games.
While the jump may not be quite as high for Big Ten schools, they’ll benefit from higher price averages too, Zorn said.
Reasons for the Jump
Matchups against marquee Big Ten programs like Ohio State and Michigan will drive up prices significantly — even if those against schools like Rutgers or Maryland are less popular, Zorn said.
In addition, “football fans tend to travel more than any other sport,” Zorn said. Big Ten fans will make a “destination” out of going to games in Los Angeles, while USC and UCLA fans will be interested in traveling to top football markets like Ann Arbor or Columbus.
“These schools are trying to figure out how we drive the most hype and the most demand — with not only the ticket prices, but the overall economic impact of a better schedule,” Zorn said.
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