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When Serena Williams went down, prices on tickets to the US Open women’s final went with her by Annalisa Merelli

Beating 300-to-1 odds, Italian tennis player Roberta Vinci bested Serena Williams in the US Open semi-final, halting the American’s pursuit of a Grand Slam and moving into the first all-Italian final of the tournament, to be played on Aug. 12.

Prices for tickets to the women’s singles final, which for the first time in history sold out before the men’s, started plunging immediately in the secondary market.

CNBC, citing data from the ticket marketplace TiqIq, reports that the average price for a women’s final ticket on TiqIq dropped from $1,412, right before the semi-final match, to $1,103 right after—and fell to about half that amount within an hour of the semi-final match’s conclusion.

Over the same time period, the cheapest ticket available on the site, previously priced at $271, sank to $40.

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