supply and demand. They know they are pricing some long time ticket holders out at those prices but they don't want to price them all out because there isn't the demand. They have no issue raising prices on them as they have done that significantly. If there was as much demand as you say then prices would be even higher for those chair seats so they could drive more long time ticket holders out and bring in new ones. Attendance is dropping nationally and BYU has had a loyal fanbase relative to most other schools. They are certainly pricing out taking kids to games in good seats which they are welcome to do and they may soon be pricing out many season ticket holders. I am fine buying a seat at current prices but to take my family of 5 to a game it will cost over 1k per game this season. Kids are going to have to rotate games this year.

I get it, BYU needs to make money. But the TV product is very good now and the costs to take the next generation of fans (kids) to game is quite high. They will get an initial bump from the big 12 schedule but if they are not winning, I think the demand at new prices is going to be challenging.