Attendance across the NHL was up last season to record levels across the board. A rebound year on the ice meant improvements in Pittsburgh to fill the arena to 94% capacity in 2025-26, up from 91.5% in 2024-25.
That 94% figure still ranks near the bottom of the league, with only six teams in the NHL filling less of their buildings (Anaheim, Calgary, Ottawa, Columbus, Winnipeg and San Jose). 13 teams reported 100% or more by selling standing room tickets without a seat attached. The upturn in performance
by the Pens gave a boost at the box office for a team that was once 31st in attendance during the season before selling more seats as the season went along.
There could be good news along the way on that front – the Penguins are reportedly slightly lowering prices on most season tickets from last year according to this research.
On the business side of operations, it will be interesting to see how pricing factors into attendance next season. The Penguins will benefit from snapping their previous three season stint of not making the playoffs and prices will be a little lower. That benefit is subject to fade depending on future performance. It’s a good sign that area construction around the arena has also subsided (though of course, Pittsburgh being Pittsburgh will not ever go away completely) and at least the completed project across the street that reduced the area to gridlock will abate. A lot of the shine has worn off for having a new building and a team that was a true championship contender from a decade ago, but better performance on the ice gave fans more of a reason to come and watch in person last year.
Despite the team’s performance going down during the 2020’s, under ownership from Fenway Sports, ticket prices dramatically increased in recent years. Premium areas like the relatively new Casamigos club have opened new revenue streams for the team to increase revenue despite the decrease in total attendance. The Pens lost a 633-game sellout streak that lasted 14 years in October of 2021 but can remain viable by drawing money (and making a ton of overall revenue) despite a lack of recent sellouts.
Based on the information above, season tickets to the Penguins are much more of value for similar seats in Washington and Philadelphia, two division rivals in larger markets. Those teams continue to raise prices for 2026-27, the Penguins have taken a different tactic in order to attempt and draw back in fans that may have felt priced out in recent years.
