Patriots to use variable pricing on season tickets

In 2014, the New England Patriots will utilize variable pricing for their season ticket packages for the first time. In the NFL, the Patriots are among the first to announce their intentions to implement the new pricing strategy.

This year’s season tickets will list different prices for games in the three categories of Preseason (2 games), Premier (4 games) and Marquee (4 games). While the season tickets will show three different prices for the 10 home games, the overall price of the season tickets will not change due to variable pricing. Rather, the pricing is intended to better reflect the value and expected demand of each game. Individual game tickets will continue to be sold at a higher price, giving season ticket holders the greatest value for their Patriots game tickets.

According to the Patriots, with variable pricing, demand can vary based on multiple factors, including the opponent, day of the week, time of the game and placement of the game on the schedule. Preseason games will now be priced at approximately 50 percent of the Premier games, while the most anticipated Marquee games, such as the 2014 rematch of the 2013 AFC Championship Game between the Patriots and Broncos, will be assigned a value approximately 25 percent higher than Premier games. The prices in the Premier category reflect the standard ticket pricing from last year, of which five of the seven categories have not changed.

While the Patriots have not had a stadium-wide ticket increase since after the 2007 season. For a complete list of the variable pricing, click here.