Despite a Mediocre Era, Demand for Cowboys Tickets Continues to Rise

Over the last five years, the average price for games on the Cowboys schedule on the secondary market has risen by 57 percent, which is good for the fifth highest increase over that period. But why?
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Over the years, the Cowboys have always been a game that teams circle on their schedule. In years past, teams looked forward to games against the Cowboys as measuring sticks of their ability to compete in the NFL. More recently, however, the Cowboys have not played up to the historical standards of excellence established by names like Staubach, Dorsett, Aikman and Smith. Despite the fact that it's been almost 20 years since the Cowboys won the Super Bowl, the average price for their home games on the secondary market continues to rise, according to an article published this week on Time.

Over the last five years, the average price for games on the Cowboys schedule on the secondary market has risen by 57 percent, which is good for the fifth highest increase over that period. As their week one loss to the 49ers showed, however, that price increase may have more to do with their opponents and their history than it does their current level of play or the state of their fan base in Dallas. For their season-opening loss against the 49ers, it was widely reported that there may have been more 49ers fans at the game than Cowboys fans. At a capacity of over 100,000 fans, that's a lot of red jerseys to see America's team play. Known as the "House That Jerry Built" AT&T Stadium is one of the biggest attractions in sports, on par with Yankee Stadium and Fenway Park, and a date that more and more fans of the enemy seem to be circling on their calendar. After the opening weekend loss, Jones himself weighed in why 49ers fans turned out in greater numbers than Cowboys fans. In addition to recognizing the universal lure of his Taj Mahal, Jones also cited the high average price on the secondary market for the game. At an average price of $379, Jones reasoned, even the most die-hard Cowboy fans would be compelled to sell their tickets and watch the game on TV. If that's the case, the only game where Jerry can expect AT&T to be filled with a majority of blue is the Cardinals game on November 2nd. In a year when the Cowboys are not even picked to win their division, it's the only Cowboys home game with an average secondary-market price below $200.

As the Cowboys continue to sputter along with high expectations and few postseasons, their average price will likely maintain it's position as one of the highest in the league. For all the years during which the Cowboys were perennial winners, the moniker of America's team was cemented into the hearts and minds of fans across the country, and their fan base outside of Dallas grew. I myself remember the heartbreak of 'The Catch' and rooting for Danny White for most of my youth. Like me, many of those old fans have lived in other cities for their adult lives, and allegiances have changed with the times. Rather than rooting for the Cowboys like they did as kids, they've moved on to a more regional rooting interest. Those old fans also likely have children who've grown up outside of Dallas and learned to love their home teams as much as watching the Cowboys implode. For those parents looking to revisit the team of their youth in their new digs, along with their kids, it's a weekend trip that's too good to pass up. For opposing players, it's also a weekend they're now circling because their fans may be coming along for the ride.

For a list of most expensive games on the Week three NFL calendar, visit the TiqIQ blog.

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