Joining the NFL as an expansion team in 1960, the Dallas Cowboys have secured their spot as one of the most recognizable teams in American sports. Even some fans say “America’s Team” is, at this point, ubiquitous as apple pie.
Yet, quietly and steadily, the Houston Texans are coming for the Texas crown, threatening to knock the Cowboys off their throne. This season, the Texans lead the AFC with an 11-2 record and have positioned themselves as arguably the conference’s elite team. Houston’s secondary market ticket prices seem to reflect this as well.
Kicking off the season, the average price for Houston Texans tickets on the secondary market was $215, up over 60% from last year’s average of $133. Since then, the average price has jumped over 49%. The current $321/ticket average is good for third highest in the league behind the Bears and Giants.
In contrast, the Cowboys’ have not enjoyed the same success on the field, or on the secondary ticket market, as their Texas compatriots.
At kickoff in September, the average secondary market price for Dallas Cowboys tickets in Arlington was $241, up almost 20% from 2011. Also, this average price also placed Dallas in the top 10 of the NFL average secondary market ticket prices.
Sitting at 7-6, the Cowboys still control their destiny for a playoff berth. And despite their inconsistent play, the average secondary market ticket price has risen 15% over the course of the season to $282/ticket.
This season-long upward trend could easily change its course with a loss to the rival Steelers this week. With every matchups essentially a must-win, this ticket market could change at any point. For now, though, ticket trends indicate Cowboys fans remain optimistic. Overall, looking at the combination of recent on-field success and trends on the secondary ticket market, it looks like there’s a new sheriff in town.
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