Apparently I do have to explain supply and demand.
There's a 20,000+ waiting list for tickets so they are in demand. A sports product that is in heavy demand, whether that product is winning or not, is still a valuable product and commands a premium ticket price.
It really is that simple.
When the Stones tour, despite being actual 80yo sloppy playing musicians, they make millions of dollars. Not because they're good musicians, really, but because they are the Stones and no one else is. LOTS of people want to see them whether they are good or not in concert.
When the Vols play, despite not having won an SEC Title or Natty in years, they command high ticket prices. Not because they are the best team in the sport but because they are the Vols and no one else is. LOTS of people want to see them whether they are winning it all or not.
It really is that simple.