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Many football fans will tell you that the home viewing experience is ideal for them, but there are still those who love to watch NFL games from the seats of the stadium – truly taking in the experience with their own eyes.
But as demand for the sport continues to grow, so have ticket prices just to get into a stadium on game day. As a result, some fans are simply priced out of watching their favorite team.
But legendary sports agent Leigh Steinberg, who has represented over 300 professional athletes, most notably in football with a record eight No. 1 overall picks and 64 first-rounders under his belt, believes teams and owners should be more “forward-thinking” with their tickets.
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Leigh Steinberg attends the 39th Annual Leigh Steinberg Super Bowl Party at Storek on February 7, 2026 in San Francisco, California. (Jesse Grant/Getty Images)
He has an idea.
“I think it would be prudent and forward-thinking for them to set aside, say, 10,000 seats for each game that they can distribute to working families and younger people,” Steinberg told Pakinomist Digital on a recent phone call. “So, at least at the end of the year, you have a team that plants the seeds for the future.”
Steinberg believes that if you “really enjoy football” you’ve either played the game or watched it live. In his eyes, it holds “totally that level of interest.”
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Yes, technological advances have made it easier for fans of all demographics to catch their favorite team, as well as the rest of the NFL schedule, from their living room. In fact, some might even tell you that spending the highest NFL package is better than going to games live at this rate.
That’s because tickets aren’t the only thing you have to worry about when you’re going to a live match.
Action Network conducted an analysis of the cost for a family of four to attend an NFL game at every stadium across the country. The survey included ticket prices which were primary and resale from Ticketmaster, food and beverage and parking for said family. They even looked at the child admission policy to see what ages can be free to find out which stadiums were somewhat family friendly.
Fans of the Green Bay Packers and Denver Broncos cheer on their teams during the second quarter at Empower Field at Mile High on December 14, 2025 in Denver, Colorado. (Justin Edmonds/Getty Images)
At the top was Lincoln Financial Field, home of the Philadelphia Eagles, who were the reigning Super Bowl champions when the season began in 2025. For $2,133.44, with $2,058.44 off the cost of four tickets, the family could enjoy the Eagles. Ford Field (Detroit Lions), Allegiant Stadium (Las Vegas Raiders), Soldier Field (Chicago Bears) and Highmark Stadium (Buffalo Bills) round out the five most expensive stadiums for families.
The New York Jets and MetLife Stadium were the lowest at $555.94, though the league-wide average was $1,339 for four tickets.
At the same time, however, Steinberg understands supply and demand, and the latter is through the roof for the NFL. In return, those who have the means to pay the expensive fares do so, while others are priced out.
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“Right now you have so much excess demand that they can price those tickets [high]” Steinberg added. “I used to say, ‘Look, we have to think about the future. I’m telling you players could take a little less money if it meant sustaining the sport long term. That means ticket prices.’ One owner once put his arm around me and said, ‘Son, that’s never going to happen’.”
Could it happen one day? Steinberg certainly hopes so, but as long as the insatiable appetite for football wanes, it will likely be harder for some to obtain tickets at the current price tag, let alone secondary market prices.
‘Again, my suggestion would be that teams plan and build for the future by having a section every week – they wouldn’t be the best tickets, but who cares if you’re a young kid? I used to go to Rams games at the Coliseum back in the 50’s and you would have needed a telescope. But you still create an interest in football. That’s what I would do if I owned a team,” Steinberg said.
STEINBERG’S COMEBACK
While talking about football, Steinberg also discussed life and how his struggle through adversity led him to write “The Comeback: A Playbook for Turning Life’s Setbacks into Victories.”
Leigh Steinberg speaks on stage during the 39th Annual Leigh Steinberg Super Bowl Party at Storek on February 7, 2026 in San Francisco, California. (Jesse Grant/Getty Images)
Steinberg had built an empire by representing the best athletes in the world, but he also dealt with alcoholism and financial struggles, which ultimately brought him to rock bottom. But he rebuilt himself through the difficult times, and with this book he hopes to help others do the same.
Also, by sharing stories of athletes struggling with similar adversity, Steinberg believes all readers should come away with this lesson.
“Internal introspection,” he said. “A realistic understanding of your own values and priorities, whether it’s short-term financial gain, long-term financial security, spiritual values, family. It’s having clarity internally about what really constitutes a fulfilling life. Then you come up with a plan to get back to that.”
