UCLA Offers Free Tuition for Game Attendance

Champion of Westwood will cover a quarter of in-state tuition for two students who attend the Nov. 13 football game against Illinois.

Updated on Nov. 6, 2026 in Financial Aid

UCLA Offers Free Tuition for Game Attendance

Live Poll

Would you attend a free college football game if you were offered a tuition reward?

Champion of Westwood, UCLA Athletics' NIL collective, will provide a quarter's worth of in-state tuition fees to two Bruin students who attend the Nov. 13 football game against Illinois. Eligible students must arrive before kickoff, stay until at least the final quarter, and have checked in with BruWin Rewards.

Why it matters

The offer targets low attendance at the Rose Bowl, which recorded its lowest average since UCLA moved to Pasadena in the 2025 season at 37,782. It is one of several efforts to fill seats in the Los Angeles-area stadium.

The Den Pass price rose from $165 to $199, while the 2025 Rose Bowl averaged 37,782 fans against a capacity of nearly 90,000. The offer covers only two students, and the program's extension beyond November 13 has not been confirmed.

The players

Champion of Westwood

Champion of Westwood is the media and branding agency that serves as UCLA Athletics' name, image and likeness collective.

UCLA Athletics

UCLA Athletics is the athletic department of the University of California, Los Angeles, which competes in NCAA Division I and plays home games at the Rose Bowl in Pasadena.

The details

Students can earn the free tuition by checking in with BruWin Rewards, a free program that awards points for attending games and buying tickets. Attendance must begin before kickoff and continue until at least the final quarter. UCLA Athletics also announced that all regular season home football and basketball games will be free for students.

Approximately September 2026: UCLA Athletics announces free regular season home games for students.
Nov. 13, 2026: UCLA hosts Illinois in football; the tuition offer applies to this game.

Season Trajectory

The 2025 Rose Bowl recorded its lowest average attendance since UCLA moved to Pasadena, at 37,782 fans. Incentives like this tuition offer are part of an ongoing effort to fill seats at the Rose Bowl, which can hold nearly 90,000.

Eligible students can receive a quarter of in-state tuition by checking in with BruWin Rewards and attending the Nov. 13 game before kickoff. Students who remain until at least the final quarter may qualify, and free regular season home games are available to students in the 2026 season.

The takeaway

Students who want to qualify should check in with BruWin Rewards before kickoff and plan to stay through at least the final quarter of the Nov. 13 game against Illinois.

What happens next

The Nov. 13, 2026 game against Illinois is the first event where the tuition offer applies, and it is not yet known whether the offer will be extended to later games.