For a long time, standard operating procedure in the NFL was for teams to price tickets the same for every game: A marquee contest against a division rival would cost just as much as a mediocre game against a second-tier opponent. But that’s no longer the case.
Now, the Associated Press reports, half of all NFL teams are using variable pricing, to make the more important games more expensive. That makse business sense, as teams can make more money off bigger games by charging more for those tickets, and can ensure sellouts to lesser games by charging less for those tickets.