UVA is a wealthy school. They have a much bigger metropolitan area they are pulling from. When it only takes an hour or less for a majority of their fans to go to games, they can charge a lot more because those fans don't have to use that money on hotels, transportation, meals etc. When VT has a majority of their wealthier fans traveling 4-5 hours or by plane for events, it's going to be a lot harder to command more money out of them to come. When your product sucks? There's no reason for those wealthier fans to even attend the games, i.e. men's basketball this past year. If you are going to try and license those seats on top of what they are currently doing, you are going to lose out on a lot of business.