This weekend marks the return of the Big 12 Conference Championship Game, a 13th data point conspicuously absent for the last seven years. The Sooners and Horned Frogs will square off at AT&T Stadium Saturday morning, marking the return of “ONE TRUE CHAMPION” in front of a packed house.
According to data from TickPick, a leading secondary marketplace for event tickets, the Big 12 Championship Game is the third most expensive game of championship weekend, with an average in the door price of $272.57. With student tickets priced at $50 and a three-tier structure for season-ticket holders that start at $90, there’s clearly a big demand on the secondary market.
Though returns are good for the Big 12, it trails the SEC Championship rematch between Georgia and Auburn, which is setting the bar at over $765, and the ACC title tilt between Miami and Clemson which is tipping the scales at nearly $330. Both are basically play-in games for the College Football Playoffs.
We were able to speak with TickPick ticketing guru Jack Slingland, who answered a few questions about the game’s return and how it’s faring on the secondary market.
Frogs O’ War: What is it about the Big 12 Championship Game that makes it so attractive to fans, thus driving up tickets prices?
Jack Slingland: This is the first Big 12 Championship game after a six year hiatus featuring two teams that have fluctuated in the top 10 throughout the year.
FOW: How big of a factor does location play in that?
JS: Location is certainly important. AT&T stadium is only 23 minutes from TCU and 3 hours from Oklahoma, so the travel expenses are small for both fan bases.
FOW: What has been the trend in pricing since the opponents were locked in? Do you see prices going up or down over the next couple of days?
JS: Prices were stable until around November 18th when Oklahoma State was upset by Kansas State, thus eliminating the possibility of an instate rivalry game for the Big 12 Championship. Since the matchup was locked in, prices have dipped about 25%. With the large capacity at AT&T stadium, expect the supply to drive prices down up to the start of the game.
FOW: How much do these prices depend on the matchup? Do you feel it's crucial for a "brand-name" team like Oklahoma or Texas to be involved annually to ensure the best market share?
JS: It isn't absolutely crucial, but it certainly helps. Texas and Oklahoma appeared in 13 of 15 Big 12 Championships before this years championship game. This will be TCU's first appearance in the Big 12 Championship, which peaks fan interest. Their emergence as a top 15 team and proximity to the venue have made pricing competitive in comparison to the other conference championships.
Kick-off for the Big 12 Championship is set for 11:30 am at AT&T Stadium in Arlington, TX. The game will be broadcast on Fox for those not able to attend the game in person.