Since the start of the season, we have seen the average price of Super Bowl tickets increase 22%, from $5,990 per ticket to $7,310. The ‘get-in’ price had also increased 24%, from $3,615 per ticket to $4,482 (on 1/8/17). Prices dropped a staggering $2,000 and were available for $2,250 (as of 1/30/17). But the volatility has been high, and prices have increased by $400 and the get-in price is now $2,650 (as of 2/2/17). So what were we to make of all this? This was a preview of what would have come if the Dallas Cowboys had reached Super Bowl 51. Sellers were increasing their prices so that if they did make it, they weren’t leaving any money on the table.