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Many football watchers will tell you that the at-home viewing experience is ideal for them, but there are still those who enjoy watching NFL games from the stadium seats – truly experiencing the experience with their own eyes.
However, as demand for the sport continues to grow, ticket prices to enter a stadium on match day have also increased. As a result, some fans simply can’t watch their favorite teams.
But legendary sports agent Leigh Steinberg, who has represented more than 300 professional athletes, including football, with a record eight No. 1 overall picks and 64 first-round picks to his name, 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-looking for them to reserve about 10,000 seats for each game to distribute to working families and young people,” Steinberg told PK Press Club Digital in a recent phone call. “So at least at the end of the year you have a team that is planting the seeds for the future.”
Steinberg believes that to “truly appreciate football” you either have to have played the game or seen it live. This, in his eyes, “totally maintains this level of interest”.
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Yes, advances in technology have made it easier for fans of all demographics to view their favorite teams, as well as the rest of the NFL schedule, from their living rooms. In fact, some may even tell you that it’s better to spend on the higher NFL package than attend live games at that rate.
Indeed, tickets are not the only thing to worry about when attending a live match.
Action Network conducted an analysis of the cost for a family of four to attend an NFL game at every stadium in the country. The study included ticket prices, which were main and resale through Ticketmaster, food and beverages, and parking for said family. They even looked at the child admissions policy to see what ages could be free and what stages were, to some extent, family-friendly.
Green Bay Packers and Denver Broncos fans support 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, the defending Super Bowl champions when the season begins in 2025. At $2,133.44, including $2,058.44 for 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 top five most expensive stadiums for families.
The New York Jets and MetLife Stadium were the lowest, at $555.94, although the league-wide average is $1,339 for four tickets.
At the same time, though, Steinberg understands supply and demand, and the latter is skyrocketing for the NFL. In turn, those who can afford the high ticket prices do so, while others are excluded.
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“Right now there is so much excess demand that they can price these tickets. [high]”Steinberg added. “I was saying, ‘Look, we have to think about the future.’ I’m telling you the players could take a little less money if it meant sustaining the sport in the long term. This means the price of tickets. One day an owner hugged me and said, “Son, that will never happen.”
Could this happen one day? Steinberg certainly hopes so, but as long as the insatiable appetite for football diminishes, it will likely be more difficult for some to acquire tickets at current prices, let alone secondary market markups.
“Again, my suggestion would be for teams to plan and build for the future by having a section every week – it 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 in the 50s and you would have needed a telescope. But you still spark an interest in football. That’s what I would do if I owned a team,” Steinberg said.
THE RETURN OF STEINBERG
While talking about football, Steinberg also talked about life and how his fight against adversity led him to write “The Comeback: A Manual for Turning Life’s Setbacks into Victories.”
Leigh Steinberg speaks on stage at 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 representing the world’s best athletes, but he also faced alcoholism and financial difficulties, which ultimately brought him to his lowest point. But he rebuilt himself despite these difficult times and, with this book, he hopes to help others do the same.
Additionally, sharing stories of athletes facing similar adversities, Steinberg believes all readers should come away with this lesson learned.
“Internal soul-searching,” he said. “A realistic understanding of your own values and priorities, whether it’s short-term economic gains, long-term economic security, spiritual values, family. It’s about having internal clarity about what truly constitutes a fulfilling life. Then developing a plan to get back to it.”
