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BYU's Price for Winning Comes at a Cost to Fans
BYU's Price for Winning Comes at a Cost to Fans originally appeared on Athlon Sports.
When Parker Kingston weaved through defenders for a 70-yard punt return touchdown against Kansas State, the roar from LaVell Edwards Stadium wasn't just about the scoreboard, it was about validation. BYU football had arrived in the Big 12, and with it came a new reality: success comes with a price.
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And fans are feeling it in their wallets.
After decades of building a faithful fanbase on modest prices and tradition, BYU's ascension into a Power Four conference has transformed the game-day experience, and its cost. Last season, BYU football tickets reached an all-time high, with an average home attendance of 62,849. But those seats didn't come cheap. With marquee wins, ESPN cameras, and national rankings comes a demand that overwhelms supply.
Following Kevin Young's blockbuster hiring and a Sweet 16 run, the BYU basketball program has become a hot commodity. The Marriott Center, one of the largest on-campus arenas in the country is undergoing a reseating process to reflect the program's surging appeal.
The days of $100 Cougar Club donations securing premium seating are over. Now, access to the best seats depends on more substantial contributions. The new ticketing model, based on donation tiers, is causing long-time fans to reevaluate their investment, or risk losing lifelong seats.
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But the demand is impossible to ignore. Top recruits like AJ Dybantsa are committing. National media is paying attention. BYU isn't just competing, it's winning. And winning is expensive.
BYU Basketball fans during home game at Marriott Center versus Utah.© Rob Gray-Imagn Images
For some, the changes sting. Lifelong supporters feel priced out. But for others, the experience is worth every dollar. Yet, the reality remains: college athletics is a business, and BYU is now playing in a bigger market. NIL demands, facility upgrades, competitive salaries, these costs require revenue. And revenue requires fans to pay more.
Just like airlines discovered with bag fees, once the price goes up and people pay it, there's little reason to bring it back down. It's a tough trade-off. Tradition vs. progress. Loyalty vs. logistics. But the Cougars are in the national spotlight now, and that spotlight isn't cheap to maintain.
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So if you want in, be ready to invest, because BYU's winning window is open, and the view doesn't come with a discount.
Related: Egor Demin Nears NBA Dream Amid Political Turmoil With Home Country
Related: CBS Sports Names BYU National Championship Contender Next Year
This story was originally reported by Athlon Sports on Jun 9, 2025, where it first appeared.
