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Why do Super Bowl tickets cost so much? Inside the world of NFL pricing, luxury packages, and ticket brokers with bags of cash

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Nicholas Cù has been on the fence about buying a ticket to see his beloved San Francisco 49ers play in the 2024 Super Bowl on Sunday. 

The lifelong fan has attended every 49ers playoff game for the last two years, but ticket prices this year are unrivaled by any football game in history, going for an average of more than $12,000 on some resale sites last week. 

With just two days left until the big game, Cù was unsure Friday if he’ll ever get to attend a Super Bowl in person.

Cù asked a Facebook group of other 49ers faithful in January for “tips on the best and most affordable way to buy Super Bowl tickets.” The more than 100 replies that flooded in were emblematic of a well-known truth about the big game: it’s almost impossible for an average fan — or even a well-heeled one — to make it to the Super Bowl.

San Francisco 49ers fan Nicholas Cù
Lifelong San Francisco 49ers fan Nicholas Cù celebrates his beloved team — but may never see them play in the Super Bowl in person due to high ticket prices.

Nicoline Cu


Face-value tickets, which are expensive to begin with, are rarely made available to the general public. 

It didn’t used to be this way. But in the last few years, ticket industry experts say, a series of business decisions made by the NFL for distributing the coveted tickets shot prices through the roof — far out of the reach of most fans. 

Impossible to afford, by design

“It’s just a complete mystery how to even possibly attend without remortgaging your house to afford tickets,” said Cù.

That’s by design, according to Stephen Shapiro, associate chair of the University of South Carolina’s Department of Sport and Entertainment Management.

Some tickets are distributed to NFL teams, or sold at face value to players, coaches and others tied to the sport. Others are given to the league’s corporate sponsors and partners, such as CBS’ parent company, Paramount Global. (CBS is broadcasting the game; it will also air on Nickelodeon and stream on Paramount+.)  Then another batch of tickets goes to an events company founded by the NFL in 2010 called On Location Experiences.

“There isn’t typically a general public opportunity,” Shapiro said. “Teams will have tickets that they can sell to season ticket holders, but even that’s a lottery system. And then between sponsors and hospitality and other corporate partnerships, tickets are pretty much spoken for.”

Driving costs up further is the size of the venue this year. Attendance at Las Vegas’ Allegiant Stadium is expected to be about 60,000 — among the smallest in Super Bowl history. By comparison, nearly 68,000 fans attended the 2023 game in Glendale, Arizona, and about 70,000 the year before, in Inglewood, California.

Face-value tickets usually cost anywhere from $950 for a nosebleed seat to $9,500 to be just behind the teams, overlooking the 50-yard line. That’s a fraction of what Super Bowl tickets are selling for online. 

Other buyers have to settle for secondary market sites like StubHub or SeatGeek; ticket brokers — people who buy and sell tickets for a living; or high-end packages from the NFL’s “Official Hospitality Partner,” On Location. 

The packages on On Location’s website this week ranged from around $7,000 to more than $60,000.

The NFL did not respond to emailed questions. A spokesperson for On Location declined to comment.

The NFL investment vehicle with a stake in the game

Nearly a dozen ticket brokers, sports management experts, academics and attorneys contacted by CBS News said the current structure makes it challenging for fans to get access — and drives up the cost.

“How does a $4,500 ticket become a $14,000 ticket?” asked one frustrated ticket broker, who agreed to speak with CBS News on an anonymous basis because he still does business with the league.

“It’s greed, just greed,”  he said. 

He and others pointed to On Location, which is allotted at least 11,000 tickets each year, according to ticket brokers and other sources familiar with doing business with the NFL, as a culprit driving these astronomical prices. 

Before On Location became a factor, ticket brokers sometimes sold Super Bowl seats for just a few hundred dollars over face value, and some were arranging flights and hotels for fans to attend. 

“I was making, in many cases, $50 or $100 over the face ticket value, but I was happy,” another ticket broker told CBS News.

NFL executives started an equity fund in 2013 called 32 Equity to invest in companies and deals on behalf of the teams, according to PitchBook, which tracks venture capital investments. Forbes’ 24th Annual NFL Team Valuations reported the firm’s investments drove the average net worth of each of the 32 NFL teams to $3.48 billion, according to Global Corporate Venturing. Because it is a private fund, 32 Equity is not required to disclose its finances.

32 Equity has typically invested in companies that work with the league, including the NFL’s data provider Genius Sports, retired NFL star Tom Brady’s brand TB12, the athlete recovery device company Hyperice, and software companies Appetize, Skillz, and Strivr, reported Front Office Sports.

It invested in and acquired On Location in 2015, according to PitchBook. On Location sells its tickets as part of packages that can run tens of thousands of dollars, and include perks like unlimited food and drinks during the game, hotel accommodations, live pre-game entertainment and what the company describes as “bucket list experiences.” Hotel rooms and other amenities associated with the Super Bowl are booked months in advance, with the company setting high prices as a test to see what the market can bear, multiple sources familiar with the pricing strategy told CBS News.

One leading broker defended On Location’s pricing.

“They’re trying to price a product within a fair market value,” said Ken Solky, president of LasVegasTickets.com and former president of the National Association of Ticket Brokers. “It’s their party and their tickets.”

Fans enter Allegiant Stadium in Las Vegas
Fans enter Allegiant Stadium prior to the Super Bowl LVIII Opening Night on Feb. 5, 2024 in Las Vegas, Nevada.

Jeff Speer/Icon Sportswire via Getty Images


Columbia University professor of business Vicki Morwitz noted that ticket prices through resellers and brokers were dropping in the days leading up to the Super Bowl. She said these waves reflected the dynamic pricing model most ticket sellers use, in which prices go up and down based on demand. It’s a model that’s not always popular with customers, she said, pointing to complaints when high demand leads to high prices in other industries.

“Uber and Lyft let supply and demand decide everything about how a price is set, but in the eyes of the consumer, that economic reality of supply and demand doesn’t always match perceptions of fairness,” Morwitz said.

Shapiro, the sports marketing professor, said the guaranteed supply of tickets to sell, paired with blocks of hotel rooms and other amenities, creates “a competitive advantage for On Location,” which is now owned by the Endeavour Group — a multibillion-dollar global sports and entertainment company that NFL owners have a small minority stake in.

In January 2020, Endeavor Group Holdings, Inc. acquired  On Location in a $660 million deal, according to the Hollywood Reporter.  The NFL’s equity fund retained 13.5% ownership of the company, according to an SEC filing.

Endeavour CEO Ariel Emanuel said in a statement at the time that the company would “advance the way consumers and brands think about money-can’t-buy experiences.”

In 2022, the NFL’s investment arm bought back its equity in On Location. Executives exercised an option to retake close to 40% equity in the company, marketing Super Bowl LVI as On Location’s “single largest hospitality event of all time,” according to an annual investor pamphlet in an SEC filing. 

Two months later, On Location became a wholly owned subsidiary of the talent agency, which converted the NFL owners’ stake in On Location to a 1.5% ownership share of Endeavor. The agency reported $1.344 billion in revenue in the last quarter of 2023.

Bags of cash, and secondary market secret deals

The NFL’s control of the Super Bowl ticket market has repercussions in the secondary ticket market.

That players, coaches and other staff receive and sell tickets is something of an open secret, according to brokers who spoke with CBS News. 

One ticket broker called a CBS News reporter while driving in New York City with $85,000 in cash in his car that he said was to purchase Super Bowl tickets from an NFL employee. CBS News agreed to anonymity so the ticket broker could provide details on how the brokering system works. 

Brokers said they often acquire tickets from people who’ve received them at face value and elected to sell them for profit: players, coaches, event sponsors, agents or their clients.

Many of these deals are conducted in cash, and it’s “not uncommon to bring one million dollars in cash” to the Super Bowl city to purchase tickets, said the broker.

The NFL started to crack down on these sales as its own hold on ticket sales grew. Every year it notifies employees that they are prohibited from selling their tickets.  

“Coaches are petrified,” said one ticket broker — and they’re selling less, some brokers said. 

This change has also had the effect of raising the pricing, brokers said. 

“Let’s just say inevitably tickets are going to move, the tickets are going to travel some road. And inevitably, some of them are going to end up in the hands of upstanding brokers like LasVegasTickets.com,” Solky said.

Shapiro said the image of NFL personnel cashing in on the game doesn’t jibe with the NFL’s fan-friendly marketing.

From a public perception perspective, I don’t think it would look good for the league if individuals that are associated with the league buy the tickets at face value and are just reselling them to make an obscene profit,” Shapiro said.

Even with the “obscene” markup, Nicholas Cù said he was still thinking about pulling the trigger.

“I’m in a position in life where I potentially could afford to purchase these tickets to go, given how much it means. But it’s just so high for three hours of entertainment,” Cù said.

“It’s just a small percentage of people that have the means and the access,” said Shapiro. “We’re talking about the one-percenters that get to go.” 



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Transcript: Ret. Gen. Frank McKenzie on “Face the Nation with Margaret Brennan,” Oct. 6, 2024

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The following is a transcript of an interview with retired Gen. Frank McKenzie, former commander of U.S. forces in the Middle East, on “Face the Nation with Margaret Brennan” that aired on Oct. 6, 2024.


MARGARET BRENNAN: To discuss the ongoing conflict in the Middle East, we go now to retired General Frank McKenzie, who was the former commander of US forces in the Middle East. It’s good to have you back with us, General, we saw–

GENERAL FRANK MCKENZIE: Good to be with you, Margaret.

MARGARET BRENNAN: We saw the US and Israel say there would be severe consequences for what Iran did with those 180 missiles fired at Israel, President Biden said he doesn’t support an Israeli strike on Iran’s nuclear facilities, and he’d be thinking instead about alternative targets to oil fields. What do you expect the US to do, and what do you expect to happen in the next few days?

GEN. MCKENZIE: Well, Margaret, let’s begin by saying Iran is the country that’s in a corner. Their strike against Israel several nights ago was not particularly successful. Their principal ally in the region, Hezbollah has been decapitated, and its own offensive capability is gravely limited. Hezbollah’s is gravely limited. So Iran’s on their back heel. Israel has a lot of choices here. They can choose for something that would be very escalatory in terms of a strike against the Supreme Leader himself, perhaps, or against the nuclear program, or against the oil infrastructure, or they could look at military intelligence targets. They have a wide variety of options that they can choose from. They have the capability to execute most of those attacks, I will say this, the nuclear target is a very difficult target. It’s large and complex. I held the plans for that when I was a central command commander. I’m very familiar with it. There are a lot of other alternatives to that target that perhaps you could go after first, then hold out in case you get into an escalatory ladder with the Iranians. But the Israelis are certainly going to hit back, and I predict it will be larger than the very restrained, very modulated response that we saw in April after the first large Iranian attack on Israel.

MARGARET BRENNAN: You heard the Republican Chair of the House Intelligence Committee not advocate for an attack on nuclear facilities, but say it shouldn’t be taken off the table. It’s been widely reported for some time, General that it’s only the United States who could effectively take out the underground facilities that Iran has. Does that remain the case?

GEN. MCKENZIE: Well, let me begin by saying you should never take a potential target off the menu. You want your adversary to have to plan to defend everything. So giving-giving them assistance and not knowing and not-not having to defend against a particular target is probably not the best way to establish this kind of deterrence. Having said that, the Iranian nuclear target is a very difficult target, we have special capabilities that allow us to get at it. The Israelis do not have all of those capabilities. They can certainly hurt this target if they choose to, if they choose to strike it. But again, because of its size, complexity and scope and how it’s expanded over the last 10 years, it’s a very difficult target to take out. It would be very resource intensive, and I would just, I would argue, just from a purely military point of view, there are perhaps targets that are more productive to hit in an initial response.

MARGARET BRENNAN: Do you want to give us some options?

GEN. MCKENZIE: Well, again, you know, we talked about some of them. I think oil infrastructure is certainly a possibility. And the oil infrastructure can be very broad. You can look at refineries, you can look at storage facilities, you can look at locations where the oil is unloaded onto ships. So within the oil target, it’s not monolithic. You can- you can be escalatory or less escalatory, as you look at targets there. That might be something to take a look at, but I’ll tell you the other thing, Margaret, is the Iranians made a big show of targeting the Mossad headquarters in urban Tel Aviv. Israel certainly has the capability to go after IRGC, Islamic Republican Guard Corps headquarters and intelligence buildings all around Tehran or anywhere else. Again, as we know from April, Israel has the ability to operate not with impunity, but with great force over Iran at a time and place of their choosing. And I’m sure they’re thinking about all those options right now.

MARGARET BRENNAN: There’s also that risk of unintended consequences, since you’ve characterized Iran as cornered here, are you at all concerned that this could be the kind of event that would trigger them to actually pursue a nuclear weapon? They’ve given themselves options, but they’ve never fully pursued it in the way that US intelligence has said the supreme leader would have to make the ultimate decision to do. Could this be the trigger event?

GEN. MCKENZIE: Margaret, it’s always been my belief that the Iranians flirt with breakout, with getting fissile material to create a bomb in order to extract concessions from us, because we dance, we’re very eager to come to an agreement with them on the nuclear issue, so they know they can get stuff from us. They also know if they cross that line, you can’t go back. That’s a Rubicon that can’t be recrossed. But even if they, even if they do develop the fissile material, which they can do, within a matter of days or weeks, they still have a delivery problem. They’ve got to create a missile and an entry system that will allow it to take the missile to Tel Aviv or whatever target they choose. That’s a matter of many months, and that’s the valley of death for Iran, because during that period of time, they will have declared nuclear, and they will be vulnerable. It’s not a physics problem, then it’s an aeronautical engineering problem, and the aeronautical engineering systems in Iran are going to be vulnerable to attack. So it’s not as easy as you might think for them to just declare, you know, we’re going nuclear, or to go nuclear. They’ve got to balance a number of things as they do that.

MARGARET BRENNAN: Important context. If I can ask you, sir, former President Trump, as you know, faces an ongoing assassination threat as revenge for ordering the killing of Qassim Soleimani, that Iranian general. You played a key role in that, and I know you face threats as well. Mr. Trump recently said, big threats on my life by Iran. The entire US military is watching and waiting. The Biden White House has condemned the threats, but some Republicans say it’s not loud enough. How do you think this should be messaged? Do you think Iran is getting the message not to go through with this?

GEN. MCKENZIE: So whenever we look at Iran, we need to look at what’s their basic motivation. The principal goal of Iranian statecraft is regime preservation. They view the election of President Trump as a direct threat to that regime preservation. So I have no doubt believing that Iran is very active in its attempts to go after the former president, as well as other officials, of which I am keenly, personally interested as well. But I think that-that’s what’s driving their behavior. Is desperation. Margaret, it’s actually the same sort of desperation that drove the massive attack on Israel of three or four nights ago. They’re in a corner and they really don’t have any good options, but they don’t want to sit still and do nothing. They view President Trump as worse than the alternative that could be elected.

MARGARET BRENNAN: General, thank you for your analysis.



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Transcript: Sen. Mark Kelly on “Face the Nation with Margaret Brennan,” Oct. 6, 2024

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The following is a transcript of an interview with Sen. Mark Kelly, Democrat of Arizona, on “Face the Nation with Margaret Brennan” that aired on Oct. 6, 2024.


MARGARET BRENNAN: Joining us now is Arizona’s Democratic Senator, Mark Kelly. He’s in Detroit this morning on the campaign trail for the Harris campaign. Good morning to you, Senator.

SEN. MARK KELLY: Good morning, Margaret.

MARGARET BRENNAN: I want to talk to you about Arizona, but let’s start in Michigan, which is where you are right now. And it is going to be such a key state to a potential Harris or Trump victory. Vice President Harris is facing challenges among black men, working class people, as well as the Muslim and Arab populations skeptical of the White House support for Israel’s wars. What are you hearing on the ground there from voters?

SEN. KELLY: Well, my wife, Gabby Giffords, and I have been out here for a couple days. We’ve been campaigning across the country, Michigan, I’ve been in North Carolina, Georgia as well. I’ll be back to Arizona here soon. The vice president was out here speaking to Muslim organizations and the Arab community about what is at stake in this election and addressing the concerns that they have. What we’re hearing, issues about the economy, about gun violence, about, you know, supporting American families and the difference between Donald Trump and Kamala Harris. You know, Kamala Harris, who has a vision for the future of this country, Donald Trump, who just wants to drag us backwards.

MARGARET BRENNAN: Today in Dearborn, Michigan, there’s a funeral service for an American man who was killed in Lebanon by an Israeli airstrike. It just underscores how that community you’re talking about out in Michigan feel some of what’s happening in a personal way to their community. Given how close this race is, do you think this war and the expectation it could escalate could cost Democrats both a seat in the Senate and potentially the presidency?

SEN. KELLY: Margaret, nobody wants to see escalation and it’s tragic when any innocent person, whether it’s an American or Palestinian, lose their life in a conflict. Tomorrow’s one year since October 7th, when Israel was violently attacked. Israel has a right to defend itself, not only from Hamas, but from Hezbollah and from the Iranians. But, you know, I and my wife, you know, we feel for the community here who’s been affected by this. And that’s why the vice president was out here earlier, a few days ago, meeting with that community. 

MARGARET BRENNAN: But it’s a live issue.

SEN. KELLY: Yeah, sure. I mean, there is an ongoing conflict in the Middle East. Israel is, you know, fighting a war now on, I think it’s fair to say, two fronts and then being attacked by the Iranians as well. And, they- they need to defend themselves, and we need to support our Israeli ally. At the same time, when women and children lose their life, innocent people in a conflict, it is- it is tragic.

MARGARET BRENNAN: You do sit on the Senate Intelligence Committee and so I know you know how intense the efforts are by foreign actors to try to manipulate voters going into November. Just this Friday, Matthew Olsen, the lead on election threats at the Department of Justice, told CBS the Russians are, quote, highlighting immigration as a wedge issue. That is such a key issue in Arizona. Are you seeing targeted information operations really focusing in on Arizonans right now?

SEN. KELLY: Not only in Arizona, in other battleground states. It’s the Russians, the Chinese, the Iranians, and it’s significant. And we need to do a better job getting the message out to the American people that there is a huge amount of misinformation. If you’re looking at stuff on Twitter, on TikTok, on Facebook, on Instagram, and it’s political in nature, and you may- might think that that person responding to that political article or who made that meme up is an American. It could be- it could look like a U.S. service member. There is a very reasonable chance I would put it in the 20 to 30% range, that the content you are seeing, the comments you are seeing, are coming from one of those three countries: Russia, Iran, China. We had a hearing recently, with the FBI director, the DNI, and the head of the National Security Agency. And we talked about this. And we talked about getting the word out. And it’s up to us, so thank you for asking me the question, because it’s up to us, the people who serve in Congress and the White House to get the information out there, that there is a tremendous amount of misinformation in this election, and it’s not going to stop on November 5th.

MARGARET BRENNAN: Understood. And we will do our best to help parse that for viewers. But on the topic of the border, President Biden did announce just this past week new regulations to keep in place that partial asylum ban that he rolled out back in June. That’s what’s credited with helping to bring down some of the border crossing numbers in recent weeks. It was supposed to be a temporary policy, dependent on how many people were crossing at a time. Do you think this is the right long term policy, or is this just a gimmick to bring down numbers ahead of the election?

SEN. KELLY: Well, the right long term policy is to do this through legislation. And we were a day or two away from doing that, passing strong border security legislation supported by the vice president, negotiated by the vice president, and the president and his Department of Homeland Security, with Democrats and Republicans– 

MARGARET BRENNAN: But this is not legislation. 

SEN. KELLY: –This is bipartisan. This isn’t. But the legislation was killed by Donald Trump. We were really close to getting it passed. That’s the correct way to do this. When you can’t do that, Margaret, when a former president interrupts the legislative process the way he did, which is the most hypocritical thing I’ve ever seen in my three and a half years in the Senate. After that happened, the only other option is executive actions. And this has gone from what was chaos and a crisis at our southern border to somewhat manageable. And if you’re the border- Border Patrol, you know, this is this- you need this. I mean, otherwise it is unsafe for Border Patrol agents, for CBP officers, for migrants, for communities in southern Arizona. So it’s unfortunate that this was the- these were the steps that had to be taken. 

MARGARET BRENNAN: Okay.

SEN. KELLY: But that’s because the former president didn’t allow us to do this through legislation. 

MARGARET BRENNAN: Senator, we have to leave it right there. Face the Nation will be right back.



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10/6: Sunday Morning – CBS News

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10/6: Sunday Morning – CBS News


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Hosted by Jane Pauley. In our cover story, Robert Costa talks with election officials about threats to your right to vote. Plus: Tracy Smith talks with pop music icon Sabrina Carpenter; Ben Mankiewicz sits down with “Matlock” star Kathy Bates; Kelefa Sanneh interviews pop star and Louis Vuitton’s creative director of its men’s collection Pharrell Williams; Dr. Jon LaPook goes behind the scenes of Delia Ephron’s new Broadway play, “Left on Tenth”; Lee Cowan reports on a young autistic man’s creation of a six-movement symphony; and Seth Doane explores how the National Library of Israel and the Palestinian Museum are collecting artwork and other materials documenting the October 7th Hamas attack and its aftermath.

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