NFL Season Preview

Rams' seat license sales surpass internal goal of $600M

Seat license sales appear to have surged as the '21 season -- the first without pandemic-capacity restrictions at SoFi Stadium -- approachedGETTY IMAGES

Stadium seat license revenue for the Rams at SoFi Stadium has eclipsed an internal goal of $600M, according to a source familiar with the sales process. While projections and expectations fluctuated during the planning and building of the $5.5B facility, those final goals called for about $850M total in license revenue between the Rams and Chargers. Current Chargers sales figures are not known. Sales have apparently surged as the '21 season -- the first without pandemic-capacity restrictions -- approached. In May '20, NFL owners approved an additional $500M loan to the Rams for the project, reportedly necessary in part due to slower-than-expected SSL sales at the venue. For context, the Raiders recently hit $549M in seat license sales at Allegiant Stadium in Las Vegas, and the 49ers booked $530M for Levi’s Stadium, which opened in '14. The Cowboys’ AT&T Stadium, which opened in '09, hit $600M. The Rams and Legends, which sells for both teams at SoFi, declined to comment. With sales still ongoing, the Rams and Legends are poised to eclipse AT&T’s previous high-water mark (in non-inflation adjusted dollars) (Ben Fischer, SBJ).

TIME IS NOW FOR RAMS: In L.A., Bill Plaschke wrote this year’s Rams "must step up," as they have "been splendidly built by a daring general manager" in Les Snead. They have "been artfully designed by a smart chief operating officer" in Kevin Demoff. They have "been generously funded by the richest of owners" in Stan Kroenke. They can "win it all without leaving Los Angeles," because the Super Bowl is "a home game." This season should "not only highlight Kroenke’s handiwork but also become his masterpiece." The franchise’s "five-year honeymoon is over." That "new-car smell has been replaced by the thick scent of pressure." Yet, in recent interviews with Snead and Demoff, neither would "acknowledge the existence of extra pressure on the team" (L.A. TIMES, 9/8).

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