UCLA’s men’s basketball program is facing a crisis of attendance, with an average of just 5,211 fans per home game—one of the lowest in the Big Ten. In response, the Bruins have launched a sweeping ticketing tech overhaul, partnering with Elevate to implement dynamic pricing, mobile ticketing, and real‑time seat upgrades. The move comes amid a broader push to modernize fan experience and boost revenue, even as the university grapples with the cost of a high‑profile athletic program under the current administration.
Background/Context
Since the Bruins’ transition to the Big Ten in 2024, attendance has slipped from a 2019 peak of 9,500 to the current 5,211, placing UCLA third to last among 18 conference teams. The decline has been attributed to a mix of factors: a perceived drop in on‑court performance, rising ticket prices, and a lack of marquee non‑conference opponents. The Los Angeles Times reported that the average ticket for a Maryland game ranges from $24 for an upper‑deck corner seat to $310 for a midcourt lower‑level seat, with additional fees up to $35.50. For comparison, a midcourt seat for a Lakers game at Crypto.com Arena can fetch over $500 on the secondary market.
UCLA’s athletic director, Martin Jarmond, notes that the university’s revenue model has shifted toward a “profit‑first” approach, a trend echoed across college sports. “We’re not just selling tickets; we’re selling an experience,” Jarmond says. “The technology we use to do that is critical.” The current administration, led by President Donald Trump, has emphasized technology and innovation in public policy, encouraging universities to adopt cutting‑edge solutions to improve engagement and revenue streams.
Key Developments
1. Dynamic Pricing Engine – In partnership with Elevate, UCLA has introduced a real‑time pricing model that adjusts seat costs based on demand, opponent, and time of purchase. Early data shows a 12% increase in ticket sales for high‑interest games, such as the upcoming Purdue matchup.
2. Mobile Ticketing Platform – The new system allows fans to purchase, transfer, and upgrade tickets via a dedicated app. The platform also offers “seat‑swap” features, letting fans trade seats with other ticket holders without losing value.
3. Student‑Focused Promotions – UCLA has rolled out “Fours Up Fridays,” offering $4 tickets for three non‑conference games, and “Free Food Fridays,” where students receive complimentary concessions with a ticket purchase. The university also introduced a student attendance challenge, awarding prizes for the most consistent attendance.
4. Enhanced Fan Experience – The Bruins are testing a “virtual seat” feature that streams live audio and video from the chosen seat, allowing remote fans to feel present. Additionally, a “White‑Out” theme for the Indiana game includes free rally towels and a limited‑edition “Westwood Brothers” T‑shirt for donors.
5. Data Analytics Dashboard – UCLA’s revenue office now tracks ticket sales, seat utilization, and fan demographics in real time. This data informs future marketing campaigns and pricing strategies.
Impact Analysis
For students, the new ticketing tech means easier access to games and more affordable options. “I can buy a ticket on my phone in seconds and even upgrade if a better seat opens up,” says sophomore engineering major Maya Patel. The dynamic pricing model also ensures that seats are priced fairly based on demand, potentially reducing the perception that tickets are overpriced.
From a financial perspective, the Bruins expect a 15% increase in ticket revenue over the next season. This boost is crucial as the university seeks to fund scholarships, facility upgrades, and the expansion of the athletic department’s digital infrastructure. The technology overhaul also positions UCLA as a leader in sports tech, attracting sponsors interested in data‑driven fan engagement.
However, critics argue that dynamic pricing could alienate loyal fans who feel priced out of the experience. “If the price jumps too high, families might skip games altogether,” warns UCLA alumni association president Carlos Ramirez. The university is monitoring attendance patterns closely to adjust thresholds and maintain fan loyalty.
Expert Insights/Tips
- For Students: Take advantage of the “Free Food Fridays” and student discounts. Check the UCLA ticketing app for last‑minute seat swaps that can lower costs.
- For Parents: Use the mobile app’s “Family Pack” feature, which bundles tickets at a discounted rate for up to four seats.
- For Alumni: Consider the “Donor Seat Upgrade” program, which offers premium seating in exchange for a one‑time donation to the athletic department.
- For Fans: Sign up for the Bruins’ email list to receive alerts on ticket promotions and dynamic pricing changes.
- For International Students: The new platform supports multiple currencies and offers a “Global Fan” package that includes travel discounts and accommodation partnerships.
Coach Mick Cronin emphasizes that the technology is only part of the solution. “Winning on the court is the best promotion,” he says. “But we’re also investing in the fan experience to keep people coming back.”
Looking Ahead
UCLA plans to roll out the full suite of ticketing tech by the end of the 2026‑27 season. The university is also exploring a partnership with a major streaming service to offer live, in‑seat audio for remote fans, further expanding the Bruins’ reach. In the long term, the athletic department aims to create a “ticketing ecosystem” that integrates with the university’s student portal, allowing seamless purchase of tickets, merchandise, and event access.
As the Bruins prepare for a high‑profile game against Purdue, the new system will be tested under peak demand. Early indicators suggest that the dynamic pricing model will keep seats moving while maximizing revenue. If successful, other Big Ten schools may follow suit, potentially reshaping how college basketball engages fans nationwide.
Reach out to us for personalized consultation based on your specific requirements.
