'We're willing to pay' – Super Bowl LX fever drives fans to weigh costly ticket splurge

VIDEO SHOWS: COMMENTS ON SUPER BOWL LX TICKET PRICES FROM NFL FANS OUTSIDE SUPER BOWL FAN EXPERIENCE &  FROM SEATGEEK EXECUTIVE VICE PRESIDENT OF MARKETING AND COMMUNICATIONS SARAH KETTLER SHOWS: SAN FRANCISCO, CALIFORNIA, UNITED STATES (FEBRUARY 6, 2026) (REUTERS – Access all) 1. NFL LOGO & HELMETS DISPLAY INSIDE SUPER BOWL EXPERIENCE 2. VARIOUS OF FANS POSING WITH VINCE LOMBARDI TROPHY IN GLASS BOX 3. VINCE LOMBARDI TROPHY, 4. (SOUNDBITE) (English) YOCELYN GONZALEZ, 42, WORKS IN EDUCATION, SAN FRANCISCO RESIDENT, SAYING:  "Listen, I mean, to be living in the same city, and our team made the Super Bowl, and Bad Bunny, all those three things happening at once, we're willing to pay a good amount of money. We're still waiting to see if tickets are going to go down. We'll make the final decision, but, you know, I see them going down and really, really hoping, but, you know, we're definitely willing, because this won't happen again in our lifetime." 5. (SOUNDBITE) (English) ANTHONY TAYLOR, 39, WORKS IN RETAIL, SAN FRANCISCO RESIDENT, SAYING:  "We're willing to pay to watch the Patriots win the Superbowl." 6. (SOUNDBITE) (English) THOR MARCOUX, 62, RETIRED, RESIDENT OF QUEBEC CITY, CANADA, SAYING:  "I will not pay 4,000. I know that I need to pay a premium, and I'm agree(d) with (that), but I think it's to go at this level, it's too high. I prefer to go maybe in the bar, take a couple of beers, have fun, and I will see the same match, same game." 7. (SOUNDBITE) (English) REGIS CHAREST, 59, RETIRED, RESIDENT OF QUEBEC CITY, CANADA, SAYING:  "I've been following the football since many, many years. I will pay the price that I can get. It means there is no limit for me, for my side. It means then it's on my bucket list right now to watch the football, the Super Bowl, one time in my life. It means that it can cost $2,000, $5,000 $6,000 $7,000. I'm going to create maybe an extra mortgage on my house to get it done, because it's, kind of, my bucket list for my sideline."  8. VARIOUS OF GIANT AMERICAN FOOTBALL HELMETS ON DISPLAY  9. (SOUNDBITE) (English) SEATGEEK EXECUTIVE VICE PRESIDENT OF MARKETING AND COMMUNICATIONS, SARAH KETTLER, SAYING: "We've seen fans willing to pay a premium for premium tickets. So, you have some tickets that come with pre-game access, and concerts, and all these VIP experiences, and we've seen some of those go for up to $35,000." 10. SUPER BOWL LX SIGN 11. (SOUNDBITE) (English) SEATGEEK EXECUTIVE VICE PRESIDENT OF MARKETING AND COMMUNICATIONS, SARAH KETTLER, SAYING: "In terms of where fans are buying, we're seeing the most purchasing coming from actually the state of Washington. So, there's about 27% of people purchasing are coming from the state of Washington, compared with only around 7% from New England. So, seeing a very large showing of Seahawks fans rather than Patriots fans this year." 12. VARIOUS OF SUPER BOWL LX BRANDING 13. (SOUNDBITE) (English) SEATGEEK EXECUTIVE VICE PRESIDENT OF MARKETING AND COMMUNICATIONS, SARAH KETTLER, SAYING: "So, what's interesting about the Super Bowl is, unlike other events, there's not a traditional on sale. So, tickets, kind of, come onto the market as teams or sponsors or the host committee have tickets that they're, kind of, putting up for sale or in other ways. So, there's definitely still tickets available." 14. KETTLER WALKING PAST CAMERA 15. (SOUNDBITE) (English) SEATGEEK EXECUTIVE VICE PRESIDENT OF MARKETING AND COMMUNICATIONS, SARAH KETTLER, SAYING: "So, like similar past Super Bowls, we're seeing a lot of movement, a lot of fans excited to see their team, but we're actually seeing ticket prices being down about 23% today compared to the same time last year." 16. KETTLER WALKING PAST NFL LOGO & THEN PAST CAMERA  17. (SOUNDBITE) (English) SEATGEEK, EXECUTIVE VICE PRESIDENT OF MARKETING AND COMMUNICATIONS, SARAH KETTLER, SAYING: "It's hard to say today if the price of Super Bowl tickets compares to the World Cup final, just because we're so far from that final, but we are seeing very similar levels of demand and pretty high prices on both." 18. BANNER OF FORMER PATRIOTS QUARTERBACK TOM BRADY & GEM-ENCRUSTED AMERICAN FOOTBALL HELMETS IN FRONT OF IT  19. SUPER BOWL LX SIGN 20. VARIOUS OF BANNER SHOWING A SEAHAWKS CHAMPIONSHIP-WINNING RING  21. VARIOUS OF BANNER SHOWING A PATRIOTS CHAMPIONSHIP-WINNING RING  INTERNET (FEBRUARY 6, 2026) (COMPANY'S WEBSITE – Access all) (MUTE) 22. VARIOUS SCREENSHOTS OF SUPERBOWL LX TICKET PRICES ON SEATGEEK'S WEBSITE STORY: With Super Bowl LX just days away, fans visiting the NFL Experience expo in downtown San Francisco on Friday (February 6) said they were wrestling with whether to spend thousands of dollars to attend the championship game at Levi’s Stadium on Sunday or retreat to a local bar to watch the game for the price of a beer.  Ticket resale platform SeatGeek said demand remained strong despite wide price swings. Some VIP packages, which include pre‑game access and concerts, have sold for up to $35,000, according to Sarah Kettler, the company's Executive Vice President of Marketing and Communications. "In terms of where fans are buying, we're seeing the most purchasing coming from actually the state of Washington," said Kettler. "So, there's about 27% of people purchasing are coming from the state of Washington, compared with only around 7% from New England. So, seeing a very large showing of Seahawks fans rather than Patriots fans this year." With no traditional on‑sale date for Super Bowl tickets, inventory trickles onto the market as teams, sponsors, and the host committee release seats. Kettler said options remained available and prices had dipped about 23% compared with the same period last year. Thor Marcoux, 62, who traveled from Quebec City, said he would wait until ticket prices fall a bit more, and if they don't, he will watch the game in a bar. His friend Regis Charest, 59, took the opposite view, saying he was prepared to pay whatever it took. “There is no limit for me,” he said. “It’s on my bucket list… It can cost $2,000, $5,000, $6,000, $7,000. I'm going to create maybe an extra mortgage on my house to get it done.” (Production: Aleksandra Michalska, Stef Haskins, Cath Turner)

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