BYU fills 65,179 seats in Provo as national stadium attendance drops

A crowd of 65,179 fans packed LaVell Edwards Stadium during the 28-24 win over then-No. 2 Notre Dame two weeks ago. That total marks the largest attendance in Provo since Notre Dame last visited in 2004, when 65,251 people attended.

BYU football has defied a national pattern of declining in-stadium interest. The program averaged 99.02% of stadium capacity in 2024 and sold out five games in 2025. In the first four games of the 2026 season, the team has averaged an announced crowd of 64,574. This stands in contrast to national data from the Extra Points newsletter, which reports that unused ticket rates in power-conference football hover between 13% and 15%. Some programs, such as Rutgers and Maryland, report rates as high as 35% and 39%, respectively. A study of 353 games on one Saturday showed 15.4 million announced attendees, but only 11 million tickets were scanned through turnstiles.

David Almodova, senior associate athletic director for external operations, and Anna Metcalf, assistant athletic director for marketing and fan experience, oversee these efforts. Almodova stated that the marketing and game experience staff has nearly tripled since the university joined the Big 12 Conference. The team often receives support from corporate partnerships, media relations, and social media departments.

The strategy focuses on enhancing the experience beyond the football itself. Metcalf noted that the goal is to keep the experience high-level regardless of the opponent. The program introduced pregame events such as the "Cougar Canyon," which features autographs, vendors, and live music. A kid-friendly area called the "Backyard at Cougar Canyon" was added three years ago, offering giant inflatables and food near the track and field complex. During the break between the third and fourth quarters, the team performs fire-knife dancing to music by Steve Aoki and Kanye West.

Almodova said fans often stay for that specific interlude. "I hear from a lot of people that come to games that say they love the third-quarter break," he said. "They don't leave because they want to be there for that." The team also brought in special guests, including a world-champion fire-knife dancer and dancers from the Polynesian Cultural Center in Laie, Hawaii, for the Notre Dame game.

Ticket prices have risen due to Big 12 membership and the name, image, and likeness era. However, both BYU and the sponsoring church stated that tithing and general church funds are not used for NIL costs. Metcalf emphasized that access should not depend solely on payment. "If the only way to access BYU athletics is by paying, it's not always a great start to your fan lifestyle," she said. The framework for the stadium experience remains consistent whether the team hosts a top-ranked opponent or a lower-tier rival.

Metcalf explained that the consistent presentation ensures that every game is memorable for new attendees. "Every game … is someone's first game," she said. "That's why you see the sheet drop or 'Turbulence.'" The team aims to create a lasting touchpoint for young fans and families who may attend only one game in a season.