UVA Athletics is sending out notices to football season-ticket holders telling them that they can get their packages renewed at 2025 prices as part of an “early bird discount.”
I left out the exclamation point that came after the word “discount.”
I’m not in marketing.
A reader who is a season-ticket holder sent me this from the email that he got from UVA Athletics over the weekend.
One issue here: the 2026 schedule has six home games.
The 2025 schedule had: seven.
“I just love how UVA ticket office is framing price increase for season tickets. This season will have fewer home games due to the NC State home game being moved to Rio. But they are showing their appreciation with an early bird ‘discount.’ I guess this is the price of success,” the reader wrote to me by email.
Same price, one less game, yeah, that would be a price increase.
Nice way to reward fans who supported the program through the many lean years.
Basically, we’re charging them for a game 5,000 miles away, that we still don’t have a contract for.
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Chris Graham
