Tickets for the Cowboys' NFC Wild Card playoff game against the San Francisco 49ers on Sunday at AT&T Stadium are going for up to five times face value on some sites.
On Stubhub and Ticketmaster, lower level seats near the 50-yard line are approaching $4,000 each.
While there are second-hand tickets selling for under $200 each, the high end of the spectrum is up there.
"You're getting a huge run up in the price of tickets, which shows the kind of demand there is and consequently you don't control it, you don't want to control that," owner Jerry Jones said. "You want the market to be there. And it is there."
Jones added he's not worried about San Francisco fans buying the tickets and making more noise than Dallas fans at AT&T Stadium.
"I welcome it. I think it's a great atmosphere, you have to really be missing the Cowboys right now to think that we're going to have any concern, really, over the covering -- it'll be a Cowboys home game," Jones said.
He said he hoped more than 100,000 fans would attend the game, which is Sunday at 3:30 p.m. and can be heard on 105.3 The Fan.
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