At USC, students face significant costs for football season passes, which increased from $200 to $275 this year despite the team’s lackluster performance.
With a current record of 4-4 overall and 2-4 in conference play, many students are questioning whether the investment is worth it, especially since this year’s schedule includes only six home games, a decrease from seven last season.
The Trojans were part of a conference movement from the PAC-12 to the Big Ten beginning the 2024 season. Of the six home games, only four are against Big Ten opponents.
“With how the team looked in the preseason, I was more than willing to pay $275 to watch them play,” Billy Davis, a sophomore business student said. “In retrospect, with what we’re doing now, I don’t think I’d buy the season ticket pack.”
The Trojans are currently ranked 13th in the Big Ten out of 18 teams. Despite a strong season start against Louisiana State University, the team has been unable to make headway in the Big Ten conference, losing to the University of Michigan, Penn State University and the University of Maryland, all games within 3 points.
“USC must sell a lot of season tickets, what’s that money going towards? If season ticket prices go up, there should be an equal increase in the team’s caliber of play, and I’m not seeing anything improve,” Davis said.
Students who committed to season passes are now faced with a low-ranked team for a higher price than last year. Many others decided not to purchase passes altogether, citing the cost relative to the number of home games. Senior health and human sciences student Bella Williams purchased a season pass last year, but opted out this season.
“The price was too much for the amount of games I could actually make it to,” Williams said. “Being away for home games over fall break, Thanksgiving and UCLA being an away game meant I would only be able to go to about four games for a lot more money than I paid last year.”
The surge in price raises questions about the underlying reasons for the increase. For many programs, the transition to larger conferences—such as USC’s move to the Big Ten—resulted in higher operational costs.
“Our modest price increase on student tickets was our first since 2017,” said Cody Worsham, the senior associate athletic director at USC Athletics. “It was made in consideration of our Big Ten competitors’ offerings and to ensure we are balancing our efforts to both serve the student population while generating the revenue necessary to support our student-athletes.”
This situation is not unique to USC. Schools nationwide are grappling with similar issues, reflecting a systemic challenge in college athletics as institutions attempt to balance financial health with fan accessibility.
The University of Washington, one of the former members of the PAC-12 who moved to the Big Ten, sold their football student season pass the “Dawg Pack” for $200 this season, a $30 increase from last season. Similarly, the Oregon Ducks, who joined the Big Ten this season, saw a $50 increase in price.
UCLA, which also joined the Big Ten, did not increase ticket prices. Their “Den Pass” cost $165 for the 2024-25 year when purchased prior to July 1, 2023. After July 1, the price increased to $185. Prices during the past two athletic years matched this.
As for long-term members of the Big Ten, Indiana University saw a notable increase, with student season tickets jumping from $120 in 2023 to $160—a $40 hike. The University of Wisconsin has increased its student season ticket price by $10, now costing $199.50 plus a $20 processing fee.
Ohio State University has a few different tiers of student season passes, ranging from $346-$366 for a full season package according to their “Ohio State Football 2024 Student Ticket Information.” They also have a Big Ten specific package, priced at $220 for five Big Ten home games. This marks a significant increase from last year’s $204 student season ticket price. This is the first time since 2013 that Ohio State student ticket prices have increased.
At Northwestern University, full-time undergraduate students with a valid WildCARD ID can attend all home athletic contests at no extra cost beyond their tuition. In Maryland, UMD student tickets are included in tuition bills through an athletic fee, but students must request them online.
This immediate rise may be limited to the Big Ten conference. While many programs across the nation have higher season ticket costs and have seen increases over time, there has been little change in recent years. In the ACC, the Clemson Tigers’ student pass ranges from $180-$325, unchanged from last season. The University of Miami allows for free admission for their students with an athletic fee.
In the SEC, Alabama, Oklahoma, Auburn University, University of Georgia and LSU did not have an increase in student season ticket packages.
As for the PAC-12, USC’s old stomping grounds, Washington State University’s student season ticket costs $299, and Oregon State has free game admission for students.
In comparison, 12 schools in the Big Ten saw price increases this year.
Even non-student tickets could not escape the increase in prices. According to Forbes, the start of the 2023 football season saw college football ticket sales rising by 42 percent, with prices rising parallel to match the demand.
“It is also worth noting that USC is the only Big Ten school to provide yard line tickets to students,” said Worsham. “Our students truly impact the game day experience in the Coliseum, and we always want to ensure their experience is exceptional.”
As ticket prices climb, the question remains—how long can students bear the increasing costs before they push back against a system that seems to prioritize profit over passion?
Prices for the Trojan’s 2025-2026 season have yet to be released. Projected future schedules can be found here.