Tickets to that original Super Bowl were $6 to $12. Today, Super Bowl tickets are perhaps the most sought after tickets in sports. The retail price for a ticket to Super Bowl XXXVIII in 2004 was about $500, but tickets are often resold, or scalped, for 10 times the face value. Tickets are divvied up between the conference champions, the host team, the remaining 29 teams, and the NFL. The NFL distributes tickets to the public through a random drawing for the right to buy.