When Ben Shelton faced Frances Tiafoe on Arthur Ashe Stadium in a blockbuster, all-American US Open Men’s Singles Semifinal, the energy across the stadium was electric. Generational matches like that aren’t just a moment for sports fans; they become a cultural touchpoint and bucket-list experience for years to come.
Attending marquee events like the US Open, a high-stakes FIFA World Cup match, or an NFL rivalry matchup is a dream, but the conversation surrounding how fans get into these stadiums often gets bogged down in misleading narratives. Critics will often focus on peak-demand markups on tickets, but that can lead to missing the broader, more compelling truth—the secondary market functions both as a critical access engine for sold-out events and a savings driver for fans across the entire sports and live entertainment space.
When demand exceeds initial supply, high-profile events sell out almost instantly, leaving millions of fans searching for options. Without a secondary marketplace, access to these once-in-a-lifetime experiences would end the second the primary queue closes. The secondary market acts as a vital, flexible safety net ensuring that fans whose schedules change, who plan travel last-minute, or who missed the initial release still have a secure, transparent way to get into the room. And don’t just take our word for it, the data speaks for itself.
While headline prices for major games and championship finals grab media attention, market data reveals a different story. Secondary marketplaces routinely deliver tickets at prices well below primary face value. During the recent 2026 US Open, dynamic market forces generated substantial, direct savings for fans.
Recent market data shows:
- Across the entire tournament, fans saved over $5.6 million by purchasing tickets below primary costs on the secondary market.
- Over 36,000 tickets (12%) were sold below cost.
- Multiple sessions saw anywhere from 18%–23% of all tickets sold at significant discounts.
- 23% of Mixed Doubles Day tickets sold below cost, saving fans over $41,000.
- 22% of Session 21 tickets sold below cost, saving fans over $817,000.
- For Session 6 & Mixed Doubles Evening, both recorded 18% of tickets were sold below cost, saving fans over $551,000 and $30,000 respectively.
- 17% of Session 24 tickets sold below cost, generating over $445,000 in fan savings.
The true strength of the secondary market lies in its balance as an efficient, transparent marketplace. It provides a whole spectrum of choice, including guaranteed access—when fans decide an event is worth a premium, the secondary market provides a seat that would otherwise be unobtainable, and flexibility—when market supply exceeds primary expectations, fans benefit from dynamic market adjustments to enjoy live entertainment at a fraction of the cost.
Whether it’s a family taking advantage of early-round discounts at the US Open or a lifelong fan scoring a last minute seat for an NFL kickoff, secondary ticketing platforms serve as the propellor of the live events industry. By continually balancing access with meaningful consumer value, the secondary market ensures that live experiences remain accessible, dynamic, and open to all.