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The team has informed season-ticket holders that it will use variable ticket pricing, which means lower ticket prices for preseason games, but more expensive regular-season tickets.
The best seats in the house at AT&T Stadium — the first two sections between the end zones on either side of the field — are now $410 for regular-season games, compared to $210 for the same seats for preseason games. Two season tickets in the best sections at AT&T Stadium will cost $7,400. Parking not included.
The price disparity between preseason games and regular-season games for all ticket levels is drastic. Regular-season games are at least twice the price of preseason games at every price point, including the cheapest seats at AT&T Stadium, which are $85 for the regular season and $35 for preseason.
“We are always evaluating feedback from our Season Ticket Holders and adjusting policies based on that feedback,” the Cowboys say in an email to season-ticket holders. “Historically, all tickets were priced the same for each home game, including both preseason games. Beginning with the 2019 season, this variable ticket pricing will result in a decreased price for preseason and a higher rate for regular season home games.”