Ticket prices for Women’s Basketball Final Four in Phoenix are soaring

A W. P. Carey marketing expert explains why ticket prices are on the rise and what the demand means for secondary ticket sites like Gametime and StubHub.

In this article published April 1, 2026, on KJZZ:

Those who show risk avoidance and want to make sure that the source is authentic would probably opt for the primary market or platform. Although there is probably a lot of research suggesting that if you are trying to find something cheaper, you have a higher chance of buying a secondary ticket market.

— Frank Jee, clinical associate professor of marketing