UCLA students now have an opportunity to earn free tuition.

It is not by applying for a scholarship. Or applying for financial aid. Or even asking for parental support.

It is by going to a football game.

Champion of Westwood, the media and branding agency that serves as UCLA Athletics’ NIL collective, will be providing a quarter’s worth of in-state tuition fees to two Bruin students who attend No. 5 UCLA football’s game against Illinois on Nov. 13 at the Rose Bowl. Eligible students must be in attendance prior to kickoff and stay until at least the final quarter, while having checked in with BruWin Rewards – a free program that offers UCLA fans points for activities such as attending games and buying tickets.

The offer comes almost two months after UCLA Athletics announced that all regular season home football and basketball games would be free for students. Students were previously offered a Den Pass, which gave access to such games for an increased price of $199 after being raised from $165.

[Related: UCLA announces free student tickets for all home football, basketball games]

Despite the Bruins coming out to their best start to a season since 2005, boasting their highest AP ranking since 2001 and currently in contention for the College Football Playoff, Rose Bowl attendance has remained under scrutiny.

The 2025 season saw the stadium’s lowest average attendance since the Bruins moved to Pasadena, with 37,782 people. Many have cited the Rose Bowl’s distance from UCLA’s campus as a disincentive to the commute, with the travel potentially taking over an hour barring traffic and students still having to pay for Rooter Bus tickets.

While UCLA is off to a historic start amid coach Bob Chesney’s first year at the helm, the Rose Bowl’s infamous tarps have remained on the stands. UCLA’s most recent home game on Halloween against Nevada saw an official count of 24,611 compared to a maximum capacity of nearly 90,000.

Although the offer aims to motivate students to come to UCLA’s next home game, general fan attendance remains a question. Additionally, it remains to be seen whether Champion of Westwood will do this beyond the Nov. 13 match.

Maryland also made a similar proposal – offering a semester of free in-state tuition to any student who stayed until the fourth quarter of the Terrapins’ Halloween match, also against the Fighting Illini.

However, Maryland’s deal came after a then-five-game losing streak that ended with former coach Mick Locksley being fired.