Russell Wilson’s arrival makes Broncos tickets a hot commodity again on secondary market

With Russell Wilson in orange and blue, the Broncos are again one of the NFL’s most expensive tickets.

The average price for a ticket to a Broncos home game on the secondary market last year was $210, which ranked 14th in the league, according to TickPick. But with Wilson bringing playoff expectations back to Empower Field, the average ticket price as of Sept. 1 rose to $339, a 61% increase that’s made the Broncos the sixth-priciest ticket in the NFL.

“As soon as Russell Wilson got traded, we saw demand spike,” said Kyle Zorn, TickPick’s brand manager. “Especially when the schedule was announced and their first game is in Seattle, that average ticket price just ballooned.”

The Broncos’ season-opening showdown against the Seahawks on Monday Night Football on Sept. 12 is the most expensive ticket on Denver’s schedule. That game has a floor price of $200 and an average purchase price of $559 to get inside Lumen Field for Wilson’s Denver debut against Seattle. Those prices can clearly be attributed to Wilson’s return, as it’s the highest-priced Seahawks home game ever, per TickPick.

In Denver, the days of getting a cheap ticket to see the Broncos — as has often been the case during the team’s six-year playoff drought — are over. Last December, as the Vic Fangio era was spiraling to a close, Denver’s final three home games saw tickets as cheap as $40 against the Lions, $52 against the Bengals and $59 against the Chiefs, per TickPick.

“I’d be shocked if any Broncos game was that affordable this year,” Zorn said. “Winning is always a significant variable, so if the Broncos get off to a hot start, you’re definitely going to see the average for the get-in prices increase for the later-on games.”

This year, the average secondary-market ticket price for the home opener against the Texans on Sept. 18 is $273, while the Broncos-Jets game on Oct. 23 currently presents the best value at a $265 average. Meanwhile, Denver’s Sunday Night Football showdown against San Francisco on Sept. 25 is the most expensive home game on the schedule, with an average purchase price of $422.

Denver’s high secondary market prices are compounded by the fact that the majority of the 76,125 seats at Empower Field are accounted for by season ticket holders. There are about 90,000 people on the waiting list for season tickets. So the past six years of home games highlighted by no-shows in the thousands, and correspondingly lower secondary market ticket prices, were an aberration.

“Historically, the Broncos have always been among the top (of the NFL secondary market) in terms of average ticket price,” Zorn said.

Ticketing isn’t the only business realm the “Russ Effect” has touched. His Broncos No. 3 jersey is also a best-seller. Per NFL Shop, Wilson had the No. 1-selling jersey in the NFL through the first six months of 2022, despite being with the Seahawks for the first 10 weeks of the year.

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