The Broncos began their season ticket renewal process Thursday morning with an email to ticket-holders from president Damani Leech, which acknowledged a price increase that for most will be less than last year’s.
The average price of a season ticket is rising by 7.9%, according to data from the team, in line with NFL averages. It is a more modest bump than last year, when price increases started around 7% and averaged about 13%.
In the letter to season-ticket holders, Leech thanked fans for their support and credited them with helping Denver to win five of its six final home games under first-year head coach Sean Payton. He also acknowledged the price increase, writing in part, “We are deeply committed to ensuring your season tickets are priced fairly and competitively based on a thoughtful review of market demand and league data. We have also worked to provide price points for every fan to enjoy another exciting season cheering on the Broncos.”
The Broncos finished with a losing record for the seventh straight season and failed to make the playoffs for an eighth straight year, but still posted a 98% season-ticket renewal rate in 2023. An audit of the waiting list for season tickets showed it to be above 100,000.
Secondary market forces also show where Denver has its tickets priced, with the average secondary market ticket going for 35% above face value.
With the Broncos’ variable ticket pricing system, about 25% of the stadium is still priced at less than $100 per ticket per game. That’s down from around one-third a year ago.
In 2023, the Walton-Penner Family Ownership Group unveiled more than $100 million in Empower Field upgrades.
“The investments in our stadium — along with a revamped gameday entertainment program — helped us receive some of the highest fan survey results in years,” Leech wrote.
The Broncos have eight regular-season home games and two home preseason games in 2024. Their regular-season home slate includes the three standard divisional opponents plus Atlanta, Carolina, Cleveland, Indianapolis and Pittsburgh.
The first season ticket renewal deadline is March 21.
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