Elevate Marketplace on 2023 College Football Secondary Market Trends


Compared to 2022, Elevate Marketplace is seeing strong growth (107% YOY) in early secondary market ticket sales for the upcoming Division I College Football Season. Fans are increasingly looking to buy tickets months in advance of game dates. Since the end of June 2023 (as NBA and NHL seasons wrapped), Elevate Marketplace has seen consumers shift attention to college football, evident by the recent spike in quantity sold over the last month (+25% since end of June)

Data indicates college football fans are purchasing earlier compared to 2022 and are spending more per ticket. Average sales price is up 12% vs. the same time period last year (December-end of July, 2022).

Due to increased demand, particularly for marquee games, Elevate Marketplace is seeing higher secondary ticket prices across all price levels.

As the 2023 season approaches, the “Top 5” highest demand games all have secondary market get-in prices greater than $250. Leading the way is the The Ohio State University at the University of Notre Dame game (September 23, 2023) generating nearly a $610 per ticket get-in price on the secondary market. The Ohio State at the University of Michigan game (November 25, 2023) currently has the second highest per ticket get-in price on the secondary market at almost $420 per ticket get-in price. The Red River Showdown (October 7, 2023) at the Cotton Bowl between the University of Texas and University of Oklahoma is a close third at a $386 secondary market get-in.

Going into the 2023 College Football Season, the secondary market channel share breakdown is as follows: StubHub continues to be the secondary market leader in total secondary market ticket sales across Division I College Football; however, its market share has decreased significantly since 2019 (-25%).  Vividseats has seen a similar trend; their secondary market share has slowly decreased (8%) since 2019. SeatGeek (+21%) and Ticketmaster (+16%) have increased their secondary ticket market share YoY since 2019, as the secondary market landscape has become more competitive.