College athletics is big in promotional items and requires those marketing experts involved to make the price right. One of the original expenses attributed to fans is tickets to Big Conference football game. So how exactly does the marketing for these events work. The original theory of moving tickets was to price them at a fixed price based on where the seats were located. This come practice was employed for single-game tickets throughout the industry ensuring value and quality for a fair price (Pederson & Thibault, 2014). Now because of supply and demand practically every game has its own price point. This new evolution ticket pricing began at Stanford and now plays out across the country. Stanford developed what is referred to as variable