The stands of the Rose Bowl are still far from full, despite UCLA football’s 9-0 season and free student tickets.
UCLA Athletics announced in September that students can access free tickets to all home football and basketball games during the 2026-27 academic year, prompting some students to attend more games. However, the Rose Bowl’s more than 25-mile distance from campus remains a barrier for attendees, students said.
The Rose Bowl saw its lowest attendance count at UCLA’s game against Nevada, with an official count of 24,611 out of a maximum capacity of more than 90,000.
Champion of Westwood – the branding and media agency that serves as UCLA Athletics’ name, image and likeness collective – is offering two students a quarter’s worth of free tuition to incentivize attendance at UCLA football’s Friday game against Illinois.
Jillian Molina, a first-year nursing student who attended UCLA football’s game against Purdue University in September, said she doesn’t want to pay more for Rooter Bus tickets, which takes students from campus to the Rose Bowl and costs about $15 per ticket.
Students often leave the Rose Bowl early to avoid long lines for the Rooter Bus, especially if they can predict the outcome of the game, she added.
“I haven’t gone to any of the games now because I don’t really want to take the Rooter Bus,” Molina said. “It’s a long drive, and then dealing with the lines for the Rooter Bus and then if you want to do an Uber, it’s pretty expensive. I know we’re doing good, but it’s just such a hassle.”
UCLA Athletics recognizes that the distance between campus and the Rose Bowl can be difficult for students who balance classes, jobs and extracurricular activities, UCLA Athletics Director and Chief Executive Officer Tim Harris said in an emailed statement.
“We’ve focused on removing barriers and creating more reasons for students to want to attend,” Harris said. “Student tickets are free, and the Rooter Bus provides direct and easy transportation from campus to the Rose Bowl, and we’ve continued to invest in the overall game-day experience.”
The City of Pasadena and the Rose Bowl Operating Company filed a lawsuit against UCLA and the UC Board of Regents in October 2025, accusing the university of trying to move its home football games to SoFi Stadium. Vice Chancellor for Strategic Communications Mary Osako announced in February that UCLA would stay at the Rose Bowl for the 2026 season.
[Related: UCLA football to stay at Rose Bowl for 2026 season following SoFi Stadium rumors]
Hosting big guest appearances or having pregame shows could motivate more students to go to the Rose Bowl, said Zach Tolentino, a first-year molecular, cell and developmental biology student who has only attended the football game against Wisconsin.
Nathan Seamans, a third-year aerospace engineering student, said he’s been attending more home football games this year because his friends started using their free tickets. However, he doesn’t attend all the games because football games are all-day events.
Rooter Buses often get full, which can limit attendance and prevent students from filling the stands, said Samuel Rivera, a first-year psychobiology student who has attended four home games.
Elie Yong, a second-year business economics student who has not attended any UCLA football games, said she might be more inclined to attend games if they were held closer to campus.
Free food and giveaways could incentivize more students to come out and support UCLA football, said Anya Sengupta, a fourth-year linguistics and computer science student.
“We care less about the actual game and more about the experience,” Sengupta said. “When we go early to the game – take the earliest bus – then we can enjoy the tailgates, but then you’re there for so long, the game starts and by halftime, you’ve been there for three, four hours.”
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