Georgia tickets top pack with billions of dollars at stake in secondary ticket market
ATHENS — The Georgia football secondary ticket market stands to lose nearly $200 million if games are canceled or played without fans, per a TicketIQ study.
A recent Forbes article said that in all, the secondary ticket market loss would be $4.2 billion if the Power 5 conferences were to cancel football season.
The Bulldogs have the most expensive average ticket price on the secondary market, $359, for the 2020 season.
Only Ohio State, which originally had seven home games scheduled to Georgia’s six home games, would stand to lose more on the secondary market.
Per Ticket IQ, the ticket revenue loss on the secondary market from what was projected with teams playing a full schedule:
• Ohio State: $248,933,160
• Georgia $199,774,884
• Alabama $173,648,368
• Florida $148,760,640
• LSU $145,758,945
• Michigan $141,784,339
• Auburn $132,838,069
• Notre Dame $129,939,228
• USC $126,015,000
• Oklahoma $113,203,121
The Big Ten and Pac-12 schools have already canceled all non-conference games, moving forward with a model their administrators will allow for more flexibility.
SEC commissioner Greg Sankey has said throughout the process that his goal was to get the season started on time and maintain a full schedule.
But Sankey has recently conceded the challenges of doing so, sharing there are several alternative season models still under considerations after the league athletic directors met in Birmingham on July 13.
Peach Bowl CEO and President Gary Stokan speculated on multiple Alabama radio stations last week that the SEC may got to model of conference games plus one non-conference game.
Stokan has an interest because if the ACC were also to adapt that model, he would have to consider canceling one of the three Chick-fil-A Kickoff Classic games he has scheduled in Mercedes-Benz Stadium and adjust the matchups.
Stokes said if Georgia and Florida State end up out of the mix for the currently scheduled games — UGA playing Georgia Tech as its non-conference game, and the Seminoles playing Florida — he would match Virginia and West Virginia in the Sept. 7 Monday night slot.
No doubt, there are several athletic directors and programs scrambling, including Alabama which is looking to replace USC in its opening game.
Here is what the most expensive average tickets per program looked like for 2020 before the Covid-19 pandemic turned the season upside down:
• Georgia $359
• Ohio State $346
• Notre Dame $279
• USC $271
• Alabama $244
• Florida $240
• Auburn $217
• Oklahoma $214
• LSU $204
• Michigan $188
Those numbers will obviously change if schools end up allowing limited participants into the stadiums, depending on the various local legislation from state to state amid the Covid-19 conditions.
Stokan, for example, told Atlanta’s 680 The Fan radio station that Mercedes-Benz Stadium has collegiate football seating provisions in place for 25 precent, 30 percent and 50 percent capacity, per a 247Sports report.
The demand and pricing for tickets on the secondary market would obviously increase.
TicketIQ also posted a safety index to provide more background.