UCLA athletics announced Wednesday that tickets to all home football, men’s, and women’s basketball games will now be free for all undergraduate, graduate, and extension students. The move aims to fill seats at both the Rose Bowl and Pauley Pavilion.
Previously, UCLA students had to purchase a “Den Pass” for $199 to gain entry to home football and men’s basketball games. Students who have already bought a Den Pass for the 2026-2027 academic year will receive a reimbursement for their purchase.
The new policy is one of several changes introduced by new UCLA CEO and athletic director Tim Harris, who is working to inject energy into the university’s signature sports programs. Harris, a former Lakers executive and UCLA alum, was initially brought in to consult on the department’s budget after former athletic director Martin Jarmond was dismissed. UCLA Chancellor Julio Frenck later identified Harris as the "permanent" CEO and athletic director prior to the Bruins' Week 1 victory over California.
“Now it’s time for our students to help set the standard,” Harris said in a news release. “Arrive early. Be loud. Be relentless. We can’t wait to see a sea of Bruin Blue at the Rose Bowl this Saturday.”
The athletic department has faced a significant financial challenge, accumulating a $222.27 million deficit since the 2020 fiscal year. This financial strain was a primary reason for Jarmond’s departure. The latest initiatives, including free student tickets, are designed to improve attendance and, in turn, encourage other fans to purchase tickets.
Filling the massive Rose Bowl has been a consistent challenge for UCLA football. In 2025, the team recorded its lowest home attendance at the stadium since moving there in 1982, averaging just 37,282 spectators per game against a capacity of 92,542. The Rose Bowl has not seen average attendance exceed 60,000 in a single season since 2016, or 50,000 since 2018.
Beyond free tickets, Harris has also implemented other measures to engage fans. Before a recent game against San Diego, he personally donated 300 tickets, a gesture that was matched by Ken Graiwer, CEO of Champion of Westwood, who gave away an additional 600 tickets. For that game, UCLA reported a “scan count” rather than merely tickets distributed, providing what the California Post described as a more accurate tally of people inside the stadium.
In September, Harris and the athletic department launched the “Fours Up, Fans First” initiative. This campaign aims to strengthen connections between supporters and all Bruin sports, specifically enhancing the football game-day experience at the Rose Bowl. Key components include the BruWin Rewards program, which allows fans to earn points for exclusive rewards and experiences, along with fan-friendly ticket pricing, pregame concerts for tailgaters, and Bruin legends calling the team onto the field before each home game.
While football attendance has been a high-profile concern, men’s basketball at Pauley Pavilion has also struggled. The Bruins averaged 7,036 spectators for home contests, placing them among the lowest in the Big Ten. Given Pauley Pavilion’s location directly on campus and its proximity to student residences, the new free ticket policy is expected to significantly benefit the men’s basketball program by fostering a more competitive home atmosphere, even for non-marquee games. However, the athletic department will need to decide how to allot tickets for high-demand games like the UCLA versus USC rivalry, which typically sells out.
