Northwestern University is investing a record $850 million to build a smaller, 35,000-seat football stadium. This decision, while seemingly counterintuitive, is strategically driven by the economics of college football, where broadcasting rights are more lucrative than ticket sales. By focusing on premium seating options like boxes and suites, Northwestern aims to increase revenue despite the smaller capacity. This approach prioritizes higher-paying fans and minimizes the need for cheap seats, which are expensive to build and generate less revenue. This strategy highlights the shift in focus from maximizing ticket sales to optimizing overall revenue generation in the evolving landscape of college sports.
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