Tech-Baylor revenue projection to match that of home game
Texas Tech expects to gross about as much ticket revenue from Saturday’s neutral-site game against Baylor as for many Big 12 Conference home games, supporting the athletic department’s contention early on that the move makes sense financially.
Based on ticket sales that have now reached 70,000, Tech projects a gross take of $1.6 million, Bobby Gleason said Monday, money Tech wouldn’t get from a road game played in Waco.

Texas Tech and Detron Lewis face Baylor Saturday in the brand new Dallas Cowboys Stadium in Arlington. (Zach Long/Lubbock Avalanche-Journal).
“If you can get that $1.6 million, it’s equivalent to getting that every year instead of every other year,’’ said Gleason, Tech senior associate athletic director and chief financial officer. “It certainly helps financially this year.’’
Saturday’s game at the new Cowboys Stadium is officially a sellout. Standing-room-only tickets were put on sale Sunday through TicketMaster.
The response has Tech athletic director Gerald Myers interested in seeing the Tech-Baylor series in the Metroplex last beyond the initial two years.
“I think the success of this game certainly indicates that we will have a lot of interest in extending it,’’ Myers said Monday.
Gleason said Tech took in a school record $2.8 million in ticket revenue from last year’s home game against Texas, when Jones AT&T Stadium was stuffed beyond listed capacity with every seat selling for $95. He said $1.6 million is about what’s made off of conference games that don’t go for the premium price and don’t sell out — such as the Kansas game last month that attracted 47,291.
“This game with Baylor was (to be) a road game this year,’’ Myers said, “so this is revenue we would not have realized had we played the game in Waco. … I think (Baylor) will make $1.6 million also, and that’s going to exceed the amount of money they would have made on a home game.’’
Travel costs will come out of the $1.6 million, but Gleason said Tech also expects to receive sponsorship revenue of less than $100,000.
Under a two-year agreement, Baylor agreed to give up a home game this season and Tech will do likewise next season as the two test the support in the Metroplex. Next year’s game will be played at the Cotton Bowl on Oct. 9, 2010, during one of the weekends of the State Fair of Texas.
Myers said the two programs conservatively hoped for a crowd of 50,000 with a high estimate of 60,000 when the deal was finalized in March.
“There’s just been a lot of interest in the game,’’ he said. “We sold out our 30,000 allotment in about a three-week period. … We’ve had great support for the game. We really appreciate that and look forward to a great Tech crowd at the game.’’
Tech coach Mike Leach said his input on deciding whether to move the Tech-Baylor games was “between little and none.” His opinion is divided on whether it’s a positive.
“We’d rather play here,’’ Leach said. “With all due respect to the (Cowboys) stadium and all that, if given the choice, you’d rather play here. But I think it’s kind of a wash. You lose a game at your place, but you don’t go to the other fellow’s place, so it’s somewhere in the middle.’’
To comment on this story:
don.williams@lubbockonline.com uE06C 766-8734
courtney.linehan@lubbockonline.com uE06C 766-8735
With Tech’s fan base in the metroplex it’s a great call to play in Jerry’s World or the Cotton Bowl. I think 50-60K next year at fair time in the Cotton bowl is conservative, should be closer to 70,000 folks!!
What Gerald needs to work on is filling up Jones, teams like Weber State won’t cut it! For Jones to be filled every game , Tech must bring in some decent competition! (non-conference) Look at last year’s attendance at the Tech/Baylor game in Jones, maybe 40,000 folks, looking this weekend at about 80,000 folks!
Leach should not worry where they play, just have em ready to play! Remember our last game in the metroplex, it was a total disaster!
(Report comment)
I think that this is very positive news except for one thing. While it certainly helps Tech finacially, it does nothing for the Lubbock community. I do see where it helps with recruiting and revenue for the school. But you can take that revenue that the athletic department takes in and figure in the millions (not an exageration) that the city doesn’t make. I see this as a win-lose situation.
On a side note, selling this game out speaks volumes for you Tech fans in the Dallas area on a busy holiday season. Have fun and wreck em’ Tech!
(Report comment)
The kids are out of school and people in Lubbock can see the Red Raiders normal at least five other weekends. I wouldn’t be surprsed if Tech decided on a Saturday Thanksgiving game with someone in the DFW area that it would sell out every year.
(Report comment)
Gosh, all this makes it sound as if money was EVERYTHING!
If it is , then give it up. UT, OSU, A&M, gots all the money to be winners. Case OVER.
(Report comment)
So playing Baylor every year is going to put us in the same money catagory as those schools? UT spends 50,000 a game for thier home football games (hotel, food, ect…via Austin American Statesman). Look at thier schedule next year. They play 4 road games, not including OU in Dallas. How is this so? Oh yea, they play at home where donors, local business and alum give them money. Those schools will always have money, old money, new money, donors, ect… We don’t have the rival such as Texas/OU so we shouldn’t pretend like we do. And if you do, I hope that nobody thinks it’s Baylor.
The only way to fix this is that if you are going to have an away game in Dallas, then play a team other than Weber State on your non-conference…such as a Boise State that is begging to play for respect. You can balance out your revenue by bringing in a better home game.
(Report comment)
honestly i dont know why we are playing baylor i dont think its much of a rivalry if we beat baylor just about every year… if we are going to have a game at a neutral site lets get oklahoma state we could have our own little border war i think we are bigger rivals with them than anyone because it is so back and forth and us and okie state usually have good games no matter who wins
(Report comment)
My question is this:
Will season ticket holders have a seat in the Cotton Bowl next year? It is a home game, by the way. If I have to buy another ticket at $60-75, I don’t think I’ll be too happy…
(Report comment)
Tech Fans lets quit complaining about playing Weber State. Show up at the game and watch Tech put a spanking on them and lets move on the next one that is on the schedule. I would bet you did not hear gator fans (attendance 90,000) or tide fans (attendance 92,000) complaining about playing Florida Int or Chattanooga last weekend.
(Report comment)
The one factor that neither the reporter or the school cared to share is the loss of revenue from concessions. They only addressed ticket sales. I have a feeling that leaving that information out was intentional.
(Report comment)
So Tech makes more money but the businesses in Lubbock suffer? My business is definitely improved by having home conference games. I am strongly in favor of having a game in the metroplex and Jerry World is a fabulous venue, but let’s schedule a quality non-conference opponent and leave the conference games alone.
JTF
(Report comment)
I bet half the people are going just to see the billion-dollar stadium.
Cotton Bowl next year won’t be as good unless Tech is highly ranked.
(Report comment)
I am a Tech Alum with a daughter currently attending Tech. I go to Lubbock for the home games but I am extremely happy to have a game in the Fort Worth area. I can bring friends who would rather not make the 5 hour trip. I’m sure after watching the game this week, they will be more apt to attend a game in Lubbock. This game is good for the school and it is good for the team. Although it won’t be in Lubbock, the Red Raiders will have the home team advantage.
WRECK’EM TECH
(Report comment)
I agree with Joe. This game is not selling out because, it’s Tech v. Baylor. It’s selling out becuase it’s at Jerry World and there are many Tech students in Dallas for the holiday. On tiop of that many seats were sold early before the losses started piling up.
Next year the game will be the undercard to UT/OU at the Cotton Bowl. I don’t see it being a big ticket.
(Report comment)
As said before people bought tickets to see Jerry’s Shrine. Next year and any year after will not be as rosy a picture and GM and Tech should not count on the money they raised this year for those following year’s budgets.
(Report comment)
Come on people. Give it a rest. I’m proud to be a Red Raider, but, almost everything that comes up has so much negative talk. (Lose a game–fire Leach. Win a game–offense or defense didn’t play well. Play a special game–Not a quality opponent.) It becomes embarrassing to read most of the comments. They are trying something new for 2 years. Let’s see how it works and then form opinions as to how we proceed and who we play. Be positive and just win the game. Guns Up!!!
(Report comment)
Because of the DEMANDS for creativity in today’s College Football World, kudos to Tech AND Baylor in at least TRYING to do something with what is offered them! With Art Briles as Head Coach, the Baylor Bears will most likely “come around” in substantially improving their lot within the Big 12 South Division. That’s kind of what Art Briles is all about! All the whining I read from Red Raider fans may very well be an extension of their individual NEED TO EXPRESS THEIR political and social Conservatism………..which I personally find to be rather stupid, and a potential long-term detriment to the Football Program at Tech. Get real and get determined in competing…….on as many “fronts” as humanly possible. SUPPORT THESE Student-Athletes at every turn, or somebody is eventually gonna’ be terribly sorry! A good case of facing the reality of a given task is needed from supposed Tech fans! Grow up and get goin’! nmredraider1 in Albuquerque
(Report comment)
If people were going just to see “Jerry World”, why would they spend $50-$100 on tickets when they could take a tour for $15? Obviously it is an incentive to get to see a state-of-the-art facility, but I think with the game being on Thanksgiving weekend, with thousands of TTU students, fans and alum in the DFW area for the holiday, that’s why its sold out. We will not be able to compare next year’s attendance with this year’s because the game is not on a holiday weekend.
Wreck ‘em Tech!
(Report comment)
WC………………….Don’t underestimate the Tech fan base in the metroplex! Not all of us can afford the weekend trip to the Hub city for a home game, but can do local event and attend it very well! My view, Jerry’s World or at the Cotton Bowl the Red Raiders in DFW will support!!
(Report comment)
I used to be one of those DFW’ers and went when we played OSU in the Metroplex, didn’t work out so well. Has things changed that much? IMHO this is a one year special. Seeing something on “tour” (static) versus as it was designed (functioning) is different. It’s cheaper than a Cowboys game.
(Report comment)
For communities like Lubbock and Waco, the lost revenue from game day crowds is clearly the biggest down side. Maybe it helps the university money-wise, but while Tech gets paid, we’re sending all the consumer revenue to DFW.
(Report comment)
“I used to be one of those DFW’ers and went when we played OSU in the Metroplex, didn’t work out so well. Has things changed that much? IMHO this is a one year special. Seeing something on “tour” (static) versus as it was designed (functioning) is different. It’s cheaper than a Cowboys game”
Watchdog, that was years ago before Tech started really doing well in football and got the support from Tech fans. You have to remember, DFW adds more and more alumni every year to this area and if you look at recent years when Tech has played in DFW, the support is overwhelming. I remember going to the last SWC basketball tournament and the place was sold out and it was 90 percent Tech fans. So, I think things have changed a lot to back when Tech used to play OSU.
As far as all the whining and crying of local businesses losing money over this game, I don’t feel a bit sorry for you. Normally when you all jack up your prices for those of us coming in from out of town, which is the same as price gouging, it serves you right. I’m not talking all the businesses but you know who you are. If you go under over one game, then you need to get out of business then. I know businesses count on Tech Football but you are never guaranteed a specific set of home games a year. I think you will be alright with one game especially when you can make up some of that revenue during the high school playoffs, Tech basketball season and other special events that come to Lubbock. Besides, this was supposed to be an “away game” anyway so you have nothing to complain about this year.
(Report comment)
I’m a TT alum in the DFW area. I went to Amon Carter to see the raiders play TCU. I was there at Gerald Ford Stadium when we took over the stadium and did our Raider Power chant as the SMU fans left the stadium. I was there when we played UNT at Texas Stadium. I’ll be there when we play Baylor at Jerry World or the Cotton Bowl. Don’t underestimate the Raider Fan in the metroplex. We love our Red Raiders….and now have a chance to see them more frequently. We’re making it a family event….my wife and I…TT alums and our kids….also TT alums….along with a lot of TT friends are going together.
Ticket Holder….the attendance last year at the Baylor game was down because if I remember correctly it was over holiday break. You didn’t get the students….and you didn’t get the parents coming to see the students.
Excited to be seeing Red Raid football this weekend. GUNS UP!
(Report comment)
First of all, this is great! For K and Watchdog, who are so pessimistic about the notion of this, think of a few things. 70K+ when both teams have had injuries and disappointing seasons. Next year Tech should be pretty good again and BU — provided Grifin stays healthy – should, too! That could be a good draw again at the fair if both teams aren’t riddled by injuries and big losses.
Also, think about it. 40% of the students are from either D/FW or the Houston area, and both can make it for the game without much problem. Getting to Lubbock for games is difficult enough, especially during Thanksgiving weekend when most people are traveling (away from Lubbock for most).
As Myers said, BU couldn’t dream of drawing that type of home game; Ok State REFUSES to give up a home game for this. BU is a good choice, because we’d have as many fans as they would in Waco, and this way both schools get a payday that’s equal or better to a home game.
And if the businesses in Lubbock suffer, what does that tell you? That tells me the people of Lubbock should support the team better? It’s often been said Lubbock doesn’t deserve Tech, as the school does so much for the economy, yet so many local people there refuse to support them and go to the games, football or basketball!
I think some businesses need to pay the freight and help collectively chip in for sponsorships and such to help defray costs – either through signage, suite purchases or other means.
This proves that most of the alums are in Dallas and the metro areas throughout the state, not in Lubbock, as some tend to think or argue.
(Report comment)
The gain of getting the recruiting exposure for one year will pay dividends for the Lubbock community and the revenue they will generate in later years with games at the Jones, I promise you. This is a huge opportunity on a huge stage and the response is a heck of a lot better than I expected. And I’m Tech’s greatest fan (to be debated later, of course.)! Point is, this is all about showing that we are more than just an up and coming team, from a nowhere town in West Texas. We’ve arrived on the scene (albeit slowly and methodically), and in order to maintain and reach the next level, we need exposure. The TV coverage this year has also been awesome for the program, I think. Combined, Tech recruiting along with generous donations from fans is bringing this program to levels it only dreamed of 10 years ago. Let’s do what’s necessary to continue the upward trend. Last year was not the best this program could produce. It was merely a taste.
(Report comment)
Okay TechAddict your on!
(Report comment)