It doesn’t seem that long ago that paying one price for preferred seats covered both basketball and football. A few years ago they separated preferred seats for football and basketball. They kept The same cost for basketball but added an additional preferred seat cost for football. Where it once cost about $420 for two football season tickets it now became $800 (Level B). That’s nearly doubling the cost of a season ticket. Season ticket prices didn’t change but the university doubled the cost for a season ticket holder with preferred seats. They did this to allow football ticket holders to buy preferred seats without having to purchase basketball season tickets too. I understand the thinking, but to say football costs haven’t gone up is not true. This despite a pretty bad product on the field. Preferred seats use to be a tax deduction which is also no longer the case. Pre-game tailgates for football and basketball used to have a donation level of $3000 a year. That was also raised to $5000 a year. So as a season ticket holder I’m not getting what I used to despite paying more a year. I still think football tickets is a great value, but I’m a diehard fan. I’m not sure there’s that many of them out there willing to pay more without some improvement with the product on the field.