The Dallas Cowboys have announced they will implement variable pricing for tickets during the 2019-20 season at AT&T Stadium.
The NFL American football team has contacted season-ticket holders to inform them that under the new variable pricing, preseason games will cost less and regular-season games will be more expensive.
“We are always evaluating feedback from our season-ticket holders and adjusting policies based on that feedback,” the Cowboys wrote in an email to season-ticket holders. “Historically, all tickets were priced the same for each home game, including both preseason games. Beginning with the 2019 season, this variable ticket pricing will result in a decreased price for preseason and a higher rate for regular-season home games.”
The price gap at all ticket levels will be much wider with regular-season games costing at least twice the price of preseason games at every price point, including the cheapest seats, which are $85 (£65/€76) for the regular season and $35 for preseason.
For the best seats at AT&T Stadium in 2019, tickets will cost $410 for regular-season games, with the same seats going for $210 in preseason.