ALBUQUERQUE, N.M. — In an effort to make Lobo Football more accessible and affordable for families, the University of New Mexico is introducing a new ticket initiative aimed at attracting younger fans.
Starting this fall, families who purchase a general admission ticket in the North End Zone can receive up to two free tickets for children aged 12 and under. The program will apply to five home games this season, beginning with the September 6 matchup against Idaho State. The only game not included is the high-demand Rio Grande Rivalry on September 27.
“This initiative is part of our ongoing effort to grow the fan base and increase attendance,” said UNM Athletics Director Fernando Lovo. “We’ve seen how these kinds of promotions drive community engagement. It worked well during our spring baseball and softball games.”
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UNM Head Football Coach Jason Eck, who has five children of his own, understands how costs can discourage larger families from attending games. “When I was an assistant coach on a tight budget, there were times when taking the whole family out just wasn’t feasible,” said Eck. “This program helps eliminate that barrier.”
Although there are concerns about the potential short-term impact on ticket revenue, Lovo believes the long-term benefits outweigh them. “Putting fans in the stands directly affects the game-day atmosphere and team performance,” he said. “It builds momentum and community connection, which pays off down the line.”
To add a fun twist to the announcement, the athletics department released a video spoof inspired by the sitcom The Office. According to Lovo, Coach Eck nailed his lines in just two takes.
“Our goal is to create lasting memories and inspire the next generation of Lobo fans,” Lovo added.
