UCLA is trying to bring life back to its football team.
It just took a major step toward that.
UCLA announced all students now get free admission to all football, men's basketball and women's basketball games in a massive shift for the Bruins. It takes effect immediately, starting with football's Big Ten opener against Purdue on Saturday, Sept. 19.
"Our students are the heartbeat of UCLA," UCLA CEO and athletic director Tim Harris said in a statement on Wednesday, Sept. 16 . "Their passion, energy and pride create an atmosphere that makes a difference for our student-athletes and coaches.
"We want as many students as possible experiencing UCLA Athletics, supporting their fellow Bruins and helping us build one of the best home environments in college
sports. We need our students to show up, be loud, and make a difference."
Will free tickets for students help UCLA attendance?
Before the announcement, UCLA students had to purchase the "Den Pass," which gave access to football and men's basketball home games for the year for $199. Those that purchased the "Den Pass" will receive refunds.
While there has always been a demand for men's basketball, it's been a struggle for football.
Not only did students have to pay, but had to make the the 25-mile commute from campus to the Rose Bowl in Pasadena, which could take nearly an hour depending on traffic. UCLA offers shuttles to games, but given the price and hassle to attend, it hasn't been enticing enough to make the trek and fill up the stadium.
UCLA has been criticized for its low-attended football crowds, which has led to the Bruins covering up portions of the Rose Bowl with tarps to block out entire sections. Its average attendance in 2025 was 37,282, outside the top 50 in FBS, although the actual figure of people in the stands was likely much lower.
However, new leaders in chancellor Julio Frenk, football coach Bob Chesney and Harris are making major efforts to get people in the stands. For UCLA's first home game against San Diego State in Week 2, Harris purchased and gave away 300 tickets for free. Chesney also called for fans to start showing up to games.
The announced attendance at the game against the Aztecs was 31,973, believed to be closer to the actual figure of fans at the game than years past. Quarterback Nico Iamaleava said he saw a lot more fans in the stands compared to last season, a positive sign since UCLA's new academic year hasn't started yet, so the majority of students aren't on campus yet. Chesney was also pleased with the crowd.
This might be the most full I’ve seen the press box side for a UCLA game in a long time pic.twitter.com/uL34TQ1B6j
— jordan mendoza (@jordan_mendoza5) September 12, 2026
"Just for (the team) to turn around and look up there and see a sea of blue. With no students, it's impressive, and that's something that we need them to continue to support us," he said after the 28-10 victory. "It wasn't pretty in the first half, I understand, but at the same point in time, we need them, and I'm glad they showed up."
With UCLA starting the fall quarter in the coming week, students will begin to arrive on campus, and now able to go to games for free. That's why running back Wayne Knight said the crowd is "going to continue to grow" as UCLA started the season 2-0.
This article originally appeared on USA TODAY: UCLA students now get free football tickets. Will it help fill the Rose Bowl?
