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Nebraska, Michigan are this year's Purple Pricing games

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Purple Pricing is NU's way of gaining an advantage over the secondary market.

Bruce Thorson-USA TODAY Sports

Northwestern announced today that tickets will go on sale for two games today — Michigan and Nebraska — using its Purple Pricing system. The tickets for the remaining games will go on sale on July 31. The starting bids for those games are as follows:

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We detailed the Purple Pricing system last year, but basically, it's NU's way to take tickets off the secondary market for the games with the most demand. Tickets start with extremely high prices and fall with demand, and everyone pays the ending price, regardless of when they bought them. That neutralizes the secondary market by not allowing fans to buy tickets for a price lower than demand says they're worth, then selling them on StubHub.