BOSTON -- When Tom Brady hit the ground Sunday, he took Patriots ticket prices with him.

"It was the biggest free fall we've seen in years," Ace Ticket CEO Jim Holzman said.

Ace Ticket's Web site tells the story of a falling commodity.

"Ticket prices fell 25 to 35 percent with prices running $150 to as low as $99," Holzman said.

Brady's injury has also been a blow to the Patriots organization, according to sports economist Andrew Zimbalist.

"I think it takes a hit, not a death blow, but no one can recover from losing a star in the way the Pats just did," Zimbalist said.

However, Zimbalist said Brady's multi-million dollar marketing machine should be OK.

"He happens to be a good-looking, well-spoken young man. He's as close as you can get to an NFL superhero," he said.

The injury has thrown fantasy football into chaos. Fans who started Brady lost 72 percent of week one matchups. Some scrambled to salvage the season. Of all trades completed on ESPN.com, 23 percent involved teams who owned Brady.