Legendary Sports Agent Suggests Teams Reserve Tickets for Working Families

Leigh Steinberg believes NFL teams should set aside 10,000 tickets per game for distribution to working families and younger fans.

Mar. 21, 2026 at 4:00pm

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Legendary sports agent Leigh Steinberg, who has represented over 300 professional athletes, believes NFL teams should be more forward-thinking with their ticket pricing and distribution. Steinberg suggests that teams reserve 10,000 tickets per game to distribute to working families and younger people, in order to plant the seeds for the future of the sport. He argues that truly experiencing football live is crucial for sustaining fan interest, but rising ticket prices are pricing out many fans.

Why it matters

As demand for the NFL continues to grow, ticket prices have skyrocketed, making it difficult for many fans, especially working families and younger people, to attend games in person. This could have long-term implications for the sport if the next generation of fans is priced out of the live experience.

The details

Steinberg believes that to "truly enjoy football" you either have to have played the game or seen it live, as that "totally sustains that interest level." He suggests that teams reserve 10,000 tickets per game to distribute to working families and younger fans, even if they aren't the best seats. Steinberg understands the supply and demand dynamics that allow teams to charge high prices, but he hopes teams will be more "forward-looking" in ensuring the sport's future by making the live experience accessible to a wider range of fans.

  • The 2025 NFL season saw ticket prices continue to rise, with the average cost for a family of four to attend a game reaching $1,339.

The players

Leigh Steinberg

A legendary sports agent who has represented over 300 professional athletes, especially in football, with a record eight No. 1 overall picks and 64 first-rounders under his belt.

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What they’re saying

“I think that it would be prudent and forward-looking for them to reserve, like, 10,000 seats for every game for them to distribute to working families and younger people.”

— Leigh Steinberg, Legendary Sports Agent

“Right now, you have so much excess demand that they can price those tickets [high]. I used to say, 'Look, we need to think about the future. I'm telling you that players could take a little less money if it meant sustaining the sport long-term. That means ticket prices.' An owner once put his arm around me and said, 'Son, that'll never happen.'”

— Leigh Steinberg, Legendary Sports Agent

The takeaway

Steinberg's suggestion to reserve a significant number of tickets for working families and younger fans highlights the need for the NFL and its teams to consider the long-term sustainability of the sport by making the live experience more accessible. As ticket prices continue to rise, the league risks pricing out the next generation of fans, which could have serious implications for the future of the NFL.