That is true for full-season subscriptions, but a decision was made to drop pricing mid-season for those who hadn't subscribed yet as half the season was essentially gone. The NFL runs a very tight ship in terms of pricing across the board these days, even for those of us who work here.
The "promo code" concept was generally applied when a product is struggling to meet its sales targets (as GamePass has in the past). All GamePass products exceeded sales targets this year so marketing didn't feel the need to offer it at a discount. I might also add that NFL Digital Media has undergone a huge transformation in the past 18 months with almost a completely new executive management team and a lot of newer faces at the level below (including myself), so we're not destined to recreate what we did the in past.
In terms of loyalty pricing, I know we did apply a loyalty bonus for the US domestic market this season to auto-renew customers as we made huge changes to what is offered in this market. I would like to think that we'll take a similar approach to International markets next season and will be in the ear of our marketing folks as often as possible about that. I'm also working to try and improve how we deal with currency fluctuations as well so there isn't dramatic variance between seasons due to a strong US dollar.
The concept of pricing is always a delicate one and while everyone would obviously like stuff cheaper, it's a matter of supply vs demand most of the time. We employed a firm to do extensive research with fans during the last off-season to work out the ideal product packaging and pricing and considering the high demand for the product, they pretty much got it right on what people are willing to pay to watch the NFL.