Interestingly enough, this article was linked front and center on the home page of MSNBC.

But a change is afoot in the stands below. What’s free on the hill may soon be expensive among 3,000 prime seats between the 35-yard lines – possibly costing as much as $225,000 per alum.

Cal is hoping to sell Equity Seat Rights (ESR), a new concept championed by Stadium Capital Financing Group in Chicago. Unlike a personal seat license, where one pays a few thousand dollars or more for the right to purchase tickets, an ESR gives the seat holder ownership for, say, 30 years. The price of a ticket for an ESR is fixed during that time, while a PSL ticket has no cost ceiling.