For season ticket holders, the changes are slight. An extra home game and the new addition of state sales tax created a slight increase, but the university left the tickets’ face value unchanged. If you’re waiting to buy your tickets on the secondary market, it will cost you more than before.
Jesse Lawrence from Saturday Down South analyzed the prices for UK football games at Kroger Field on the secondary market. Using TicketiQ as the source, from 2018 to 2019, the average ticket price on the secondary market jumped nearly 20% from $108 to $138.