UCLA students will now receive free admission to all regular-season home football, men’s basketball and women’s basketball games, UCLA Athletics announced Wednesday morning.

The policy will take effect Saturday for UCLA football’s second home game of the season against Purdue at the Rose Bowl.

The announcement comes following several years of declining attendance at the Rose Bowl. Last season, home attendance at the stadium reached its lowest mark since the team moved there in 1982, with an average of 37,782 attendees making their way to Pasadena each game.

“Our students are the heartbeat of UCLA,” said Tim Harris, the CEO and director of UCLA Athletics. “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.” 

Students were previously able to purchase single-game tickets at discounted prices or could opt for the Den Pass, which gave access to all home football and men’s basketball games for a one-time price.

The Den Pass rose in cost over the last several years, increasing from $165 per year in the 2022-23 school year to $199 this year.

But following the departure of former Athletic Director Martin Jarmond on Aug. 31, Harris and UCLA Athletics have taken various initiatives to further engage the student body and encourage support of the school’s athletic programs.

UCLA Athletics launched the new “Fours Up, Fans First” campaign Sept. 9, a program designed to facilitate year-round opportunities for fan engagement with Bruin sports.

Part of the campaign is the BruWin rewards program, which incentivizes attendance at home games. Fans who attend games have the opportunity to collect points that can eventually be redeemed for prizes.

Coach Bob Chesney’s squad is also now making its entrance to the stadium through the new Field Club, where fans can observe the walkouts from premium field-level seating.

“We have an exciting team led by Bob Chesney and a lot of momentum surrounding UCLA Athletics,” Harris said. “Now it’s time for our students to help set the standard. Arrive early. Be loud. Be relentless. We can’t wait to see a sea of Bruin Blue at the Rose Bowl this Saturday.”

All eligible undergraduate and graduate students will be able to claim their complimentary home football tickets through their student ticket portal beginning the Monday of each game week. Students who already purchased the Den Pass for the 2026-27 school year will receive an automatic refund by Sept. 25. 

In addition to free admission to each home football game, students have the opportunity to purchase up to eight guest tickets for each outing, with the exception of the crosstown rivalry matchup against USC in November.