According to the report published by the Wellesley Centers for Women at Wellesley College, among the top 25 men’s and women’s teams, college charged nearly three times as much, on average, for single-game seats for men’s games. Additionally, the average highest-priced season ticket package came in at $233 for women as opposed to $2,500 for men.

In the report authors Laura Pappano and Allison J. Tracy claim athletic departments are engaging in “institutional discrimination that is camouflaged as sensible economic practice” by charging significantly less for women’s competition.

The threat this practice poses to the pursuit of gender equity is an obvious concern, but it is also important to consider what else may be at risk by altering ticket prices.

If elevating female ticket prices drives away fans, especially in a sensitive economic climate, would the financial equity be worth risking the competition environment for female student-athletes?

At most institutions men’s basketball is one of very few revenue-producing sports. Contrary to popular misconceptions, this revenue is used to fund programs and initiatives throughout the athletic department–not simply the men’s basketball team. In this sense, the entire athletics program benefits by achieving the maximum amount of revenue possible from men’s tickets sales. Is standardizing admission worth lowering ticket prices and risking losing necessary athletics revenue?

By driving prices down, more people are able to attend female athletic events and hopefully will become interested and emotionally invested in the sport. Once that investment exists, the initiative to standardize ticket prices against gender lines can more accurately and seriously be evaluated.