MADISON – As the University of Wisconsin athletic department continues to seek additional revenue streams, it was only a matter of time before it looked at its season ticket prices for men’s basketball.
On June 30, UW started its ticket campaign for the upcoming season. In the process, the athletic department announced a two-year plan to raise ticket prices for 65% of its season ticket locations. The increases will be rolled out for the 2025-26 and 26-27 seasons.
“With ticket prices unchanged for the past decade and new challenges ahead in collegiate athletics, these updates are essential to help maintain our competitiveness in the Big Ten and nationally,” UW said in a message to fans on its website. “This is not a reseating of the Kohl Center, and all current season ticket holders will have the first right to order their ticket locations at the new price level.”
Why Wisconsin is raising some of its men’s basketball season ticket prices
In highlighting the need to increase revenue, UW athletics noted that its ticket prices rank 14th out of 18 programs in the Big Ten. The program, meanwhile, ranks third in the conference in wins and winning percentage since the 2015-16, the last time it increased ticket prices.
The two-year rollout of the price changes aims to give fans more time to adjust to the new costs of being a men’s basketball season ticket holder.
Ticket prices for the most expensive seats – center court in the lower bowl – will rise from $858 last season to $1,002 in 25-26 and $1,252 in 26-27. Those prices include a “recommended minimum per seat contribution” that is attached to most seats in the arena and varies depending on location.
The recommended minimum per seat contribution could be as much as $300 for the 2025-26 season for the best seats or as low as $0 for many seats in the 200 and 300 sections. That contribution will increase to as much as $550 per ticket in ’26-27 for the top seats while remaining $0 for baseline seats in the 200 level and general seating in the 300s.
Cost of some Kohl Center seats will increase by 46% but not all prices rise
Fans with the most expensive tickets will experience the highest rise for season tickets at the end of the two-year increase. The jump in price for 100-level seats will range from 28% for prime sideline seats to 46% for spots at center court.
By the end of the two-year period ticket prices will have increased in eight of the 11 season ticket seating areas in the Kohl Center. Those areas include all of the lower bowl and all of the 200 level seats except those along the baselines.
The 200 level baseline seats and the 300 level prime seats, which are between the baselines, will remain the same at $486 and $446, respectively, over the next two seasons while the 300 level general seats will drop from $414 to $342 during that time. That’s a 17% decrease.
For 2025-26, fans will be able to purchase season tickets in the corners and baseline of the 200 level and general seats of the 300 level without a recommended minimum per seat contribution. In 2026-27 the 200 level baseline and 300 general seating will be available without that fee.
This article originally appeared on Milwaukee Journal Sentinel: Some Wisconsin men’s basketball season ticket prices jumping 46% over next two seasons
Reporting by Mark Stewart, Milwaukee Journal Sentinel / Milwaukee Journal Sentinel
USA TODAY Network via Reuters Connect
