The emphasis on legacy teams — programs that have had a strong presence in college football for decades — has made prices for good teams with less historical success more affordable. Teams like Northwestern, Mississippi State and Utah that have posted high winning records in recent seasons but haven’t “broken through with brand identity” drive down prices at away games by 23%, 21% and 17%, respectively, Leyden says.
http://www.marketwatch.com/story/ncaa-football-teams-earn-the-most-when-these-opponents-come-to-town-2016-07-26
Would be nice if they had a link to the full data.