Winning comes with a hefty dose of inflation in Detroit.
The Lions have notified season-ticket holders that 2024 pricing will come with an average 30% increase, and as much as an 85% bump for certain Ford Field seats. The price hikes arrive as the 10-4 Lions close in on their first division title since 1993 and their first playoff berth since 2016.
Pro teams across numerous sports frequently impose price increases following winning seasons. But the dynamics in Detroit are particularly stark, as the Lions have kept their prices essentially flat since 2018. The Lions also have supply-and-demand factors working strongly in their favor: The 65,000-seat Ford Field features one of the league’s smallest seating capacities, and in 2023 the team sold out its season tickets for the first time since moving into the downtown Detroit stadium, in 2002.
The Lions are averaging 65,081 in attendance this season. Their average capacity percentage of 100.9 ranks sixth in the league, up from 17th in 2022, and is coupled with the advent of a ticket waiting list for the first time in Ford Field history.
In the Spotlight
The increases also follow an extended run of national showcases for the Lions. After starring in the 2022 training camp version of HBO Sports’ Hard Knocks, the Lions’ 2023 schedule includes four primetime games, plus their traditional Thanksgiving game. Next up nationally is a Dec. 30 primetime clash – and potential postseason preview – against the Dallas Cowboys.
The Lions have also steadily improved their odds of a championship at major U.S. sportsbooks since the preseason. The team now carries an implied probability of 5.3% to claim their first championship in the Super Bowl era.