Average ticket prices for this year's Super Bowl matchup between the Kansas City Chiefs and San Francisco 49ers topped as much as $9,815 earlier this week, setting a record for the highest prices ever for the event. 

Reseller TickPick said average ticket prices on Monday averaged $9,815, eclipsing the previous record of $7,046 set in 2021 at Tampa and up more than 70% compared with last year's prices, according to Bloomberg. 

TickPick said demand is driven mainly by the game's location: Las Vegas. 

Sin City is a "big factor for the record-high demand," Brett Goldberg, co-CEO of TickPick, told CNN, adding the location is "turning a three-hour game into a week full of festivities for fans attending."