On Location, the official hospitality partner for the NFL, has partnered with Ticketmaster to offer VIP hospitality packages for Super Bowl LI. For the first time in Super Bowl history, premium packages will allow purchasers to select and reserve their exact seat location directly from the NFL.

Before this partnership, tickets for the Super Bowl had only been distributed through the NFL and its 32 teams. In the case of Super Bowl 50, the participating teams received 35 percent of the tickets, while the host San Francisco 49ers got another 5 percent. The remaining 29 franchises were allocated 1.2 percent each and the league claimed the final 25 percent.

For the partnership, the two companies have been allotted 9,500 seats in Houston’s NRG Stadium. The packages range from $5,600 to the most expensive, $14,449, that includes access to the field after the trophy ceremony. The package prices are steep, but they provide more than just entry to the stadium and their graphics department did a pretty bang up job pointing out just what you’re getting for the extra cash — namely access to the stadium hours before everyone else.

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Tickets on secondary markets like StubHub, PrimeSport and Vivid Seats are significantly cheaper than through the Ticketmaster-run site, the cheapest tickets going for a little over $3,000. But secondary ticketers cannot specify an exact seat and instead provide the purchaser with a zone where their seat will be located. Ticket brokers offer the Super Bowl tickets “on spec,” meaning they don’t have the ticket, but believe they will acquire one. StubHub and PrimeSport guarantee their tickets, but are hoping the price difference between On Location and secondary markets may be worth the money for consumers’ peace of mind. As the NFL On Location website states, “Official is the only way to go.”

All of the On Location packages include a ticket with an exact seat location, access to a 3-hour pre-game VIP party in the NRG Center, priority stadium access (early entry required), premium parking, Super Bowl LI gift package, an official lanyard and ticket sleeve, commemorative clear game day bag, and priority option to purchase hotels, transportation, and additional unspecified experiences.

The perks of each $5,600+ package are below.

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Packages

Select- $5,599+

  • Select Package Game Ticket – Upper Level Corner or End Zone Seats

Elite-$6,899+

  • Elite Package Game Ticket – Lower Level Corner / End Zone or Upper Sideline Seats
  • VIP NFL Experience ticket
  • Plus all of the above

Premium-$10,999+

  • Premium Package Game Ticket – Corner Club Seats or Sideline Seats
  • VIP concierge service
  • VIP NFL Experience ticket
  • Plus all of the above

Diamond-$12,399+

  • Diamond Package Game ticket – Sideline Club Seats
  • VIP concierge service
  • 90-minute Post-game VIP party including on-field access
  • Meet & greets with NFL legends
  • VIP NFL Experience ticket
  • Plus all of the above