The Denver Broncos have seen a significant drop in ticket prices this season, with tickets going for nearly half of what they did just a year ago. There are a few key factors that have led to this decline for the once-proud franchise.
Poor Performance on the Field
The biggest reason for the plummeting ticket prices is the Broncos’ poor performance on the field. After winning Super Bowl 50 to close out the 2015 season, the Broncos have struggled mightily. They have posted back-to-back losing seasons for the first time since the early 1970s. In 2017, they went 5-11 and finished last in the AFC West. This year, they are currently 2-4 and well on their way to another disappointing campaign. Fans don’t want to pay premium prices to see a losing product.
Uncertainty at Quarterback
Ever since Peyton Manning retired after Denver’s Super Bowl victory, the Broncos have not had any stability or consistency at the quarterback position. They have started Trevor Siemian, Paxton Lynch, Brock Osweiler, and now Case Keenum over the last three seasons. None of these quarterbacks have been able to replicate Manning’s success. This revolving door at the most important position has left fans frustrated and unwilling to pay high ticket costs.
Lack of Big-Name Players
One of the attractive parts of going to a Broncos game during the Manning era was seeing star players like Manning, Von Miller, Demaryius Thomas, and Aqib Talib. However, many of those star players have moved on. Outside of Miller and receivers Emmanuel Sanders and Thomas, the Broncos lack big-name star power to draw fans to games. People don’t want to pay the high ticket prices without seeing their favorite stars on the field.
How Much Have Broncos Tickets Dropped in Price?
According to data from TickPick, a no-fee secondary ticket marketplace, Broncos ticket prices on average have dropped a whopping 57% compared to this time last season. The average ticket price to see a Broncos game in 2018 is just $118. Last season, the average ticket was selling for $274.
Let’s take a look at how the average ticket price for each Broncos home game this season compares to last year (as of October 11, 2018):
| Opponent | 2018 Avg. Ticket Price | 2017 Avg. Ticket Price | Difference |
|---|---|---|---|
| Seahawks | $244 | $375 | -35% |
| Raiders | $170 | $406 | -58% |
| Rams | $160 | $315 | -49% |
| Texans | $105 | $240 | -56% |
| Steelers | $144 | $375 | -62% |
| Browns | $78 | $225 | -65% |
| 49ers | $84 | $250 | -66% |
| Chargers | $105 | $300 | -65% |
As you can see, ticket prices are down across the board for every home game compared to last season. The biggest drops have come against traditionally unattractive opponents like the Texans, Browns, and 49ers. But even marquee matchups like the Steelers and Raiders have seen prices slashed over 60% from 2017.
How Do Broncos Ticket Prices Compare to the Rest of the NFL?
Relative to the rest of the league, the Broncos have seen the largest decrease in ticket prices from 2017 to 2018. The 57% drop for Denver is over 20 percentage points higher than the NFL average of 35%.
Let’s take a look at how the Broncos’ $118 average ticket price compares to the rest of the NFL (as of October 11, 2018):
| Team | Average Ticket Price |
|---|---|
| New England Patriots | $456 |
| San Francisco 49ers | $228 |
| Green Bay Packers | $204 |
| Los Angeles Rams | $190 |
| Minnesota Vikings | $174 |
| Seattle Seahawks | $171 |
| Pittsburgh Steelers | $165 |
| Las Vegas Raiders | $163 |
| Kansas City Chiefs | $156 |
| Dallas Cowboys | $148 |
| Denver Broncos | $118 |
The Broncos have the 11th cheapest ticket in the NFL, whereas they were consistently in the top 10 over the last several seasons. For a team that won a Super Bowl just three years ago and traditionally has a loyal fan base, seeing ticket prices fall this low is almost unprecedented.
How Far Have Attendance Numbers Dropped?
In addition to the steep drop in ticket prices, the Broncos are also seeing a big dip in game attendance.
In 2017, the Broncos averaged 69,075 fans per home game, good for 19th best in the NFL. This season, average attendance has plummeted to 61,063. That’s a nearly 12% decrease in per game attendance, the 7th largest drop in the league.
Some of the key attendance numbers from this season:
| Opponent | Attendance |
|---|---|
| Seahawks | 76,979 |
| Raiders | 70,037 |
| Rams | 69,842 |
| Texans | 60,181 |
| Steelers | 60,038 |
| Average | 61,063 |
The first three games, which were against high-profile opponents, had decent turnouts. But the last two games against the Texans and Steelers dipped below 60,000 attendees, a very low mark for a team that averaged over 75,000 as recently as 2015.
How Do This Year’s Attendance Numbers Compare to Previous Years?
Here’s a look at Broncos’ attendance over the last five seasons:
| Year | Average Attendance |
|---|---|
| 2018 | 61,063 |
| 2017 | 69,075 |
| 2016 | 76,979 |
| 2015 | 77,044 |
| 2014 | 77,043 |
Attendance really started to drop off after 2015, which was the year the Broncos won the Super Bowl. In the two seasons since, attendance has declined by over 15,000 per game, a nearly 20% drop. Denver fans are clearly growing apathetic with the team’s decline back to mediocrity.
How Have the Broncos Responded to the Dropping Ticket Prices and Attendance?
The team is aware of the alarming declines in ticket demand this season. In response, they have taken a couple actions:
Scaling Back Stadium Capacity
For the first time in nearly two decades, the Broncos have covered up some seats at the upper levels of the stadium to reduce capacity. Nearly 10,000 seats have been tarped off this season, bringing the stadium capacity down to around 70,000 from 76,000. This allows the Broncos to reduce the supply of tickets available to more properly match the decreased demand.
Being Less Strict About Selling Out Games
The Broncos have a sellout streak that goes back over four decades. To keep the streak alive, they would buy up any remaining tickets under 35,000. But this season, they have been less strict about ensuring sellouts to avoid eating the huge costs of buying up excess ticket inventory. As seen with the low attendance numbers for the Texans and Steelers games, they have allowed below capacity crowds rather than maintaining the sellout streak.
Running promotions and cutting some concession prices
To try to boost sagging attendance, the Broncos have run ticket promotions like announcing the sellout streak would end to create urgency and offering deep discounts on multi-game packages. They also cut concession prices on beer, water, and hot dogs. Unfortunately, these tactics have not led to any major boosts in attendance yet.
Will Broncos Ticket Prices Rebound Anytime Soon?
Don’t expect Broncos ticket prices or attendance to rebound significantly until the team shows some signs of improvement on the field. If 2018 continues down its current path, prices could drop even lower as the team struggles.
There are a few scenarios that could lead to prices rebounding next season:
They find a franchise quarterback
If the Broncos land a top QB in the draft or free agency to energize the fanbase, demand would likely shoot back up. Someone like a Teddy Bridgewater or even a QB in the draft could quickly get momentum going back in a positive direction.
Young players develop
If some of the Broncos’ recent draft picks like Bradley Chubb, Royce Freeman, and Courtland Sutton make big leaps next season, it will generate some buzz with fans.
Von Miller sparks dominant defense
Even if the offense struggles again, Von Miller leading a dominant Broncos’ defense could create an energetic environment at home games that starts driving prices back up.
Barring some big changes, Broncos fans can likely continue finding ticket bargains for the near future. It will take a return to winning and competitiveness for this once-proud franchise to regain its home field advantage and intimidating atmosphere at Mile High.
Conclusion
In summary, Broncos ticket prices have plummeted approximately 50% compared to last season due to the team’s poor on-field performance, uncertainty at quarterback, and lack of star power. Average ticket prices are down to just $118, the 11th cheapest in the NFL and significantly below their usual top-10 prices in past seasons. Attendance has also dropped by nearly 12%, with crowds of less than 60,000 becoming the norm after averaging over 75,000 just a few years ago.
The team is trying to balance supply and demand by covering some seats and being less strict about sellouts. However, significant promotions and concessions price drops have not led to any major increase in ticket sales yet. For prices to rebound, the Broncos need to show real signs of improvement by finding a franchise quarterback, having their young talent develop, and getting elite play from veterans like Von Miller. Barring a turnaround, Broncos tickets should continue to be very affordable options for fans looking to see their team try to get back on track.