If you want to see Michigan at Ohio State next year, you'll be paying a record-high price to purchase the ticket through the athletic department: $195. While that might not sound like much on the secondary market, it is a high-water mark for face value at Ohio State.
Ohio State's new variable ticket pricing methodology means the better the game, the more you'll pay to get in the door. Variable ticket pricing has become commonplace in professional sports, but it's only beginning to infiltrate the collegiate ranks.
Ohio State began using the variable pricing model in 2013, and reportedly will now make the move to variable pricing permanent.