Photo by Cal Athletics
Cal Football

Bears Introduce New Football Ticket Plan

June 27, 2019

Trying to bolster attendance in this era of uncertain starting times and kickoffs after dark, Cal has introduced an imaginative ticket plan, beginning with the 2019 season.

Called the “March to Victory Pass”, (MVP) it will cost either $149 or $299 per person depending on location for the six home games. The first category, called the basic pass, assures reserved seats in either the corner or the end zone of Memorial Stadium. The more expensive, or premium option, guarantees non-club seats between the goal lines. The price represents a savings of between $100 and $300 per ticket vs. those purchased in the traditional manner.

The ticket location will not be the same for all six games. Tickets will be sent to the buyers’ smart phones 48 hours prior to kickoff.

"We are always listening to our fans and what they are looking for in the ticket-buying process," said David Kao, Assistant AD for Ticket Sales, Service & Operations. "It is important that we provide this type of modern and creative ticket-buying experience as a convenient way for fans to attend our events.

“This ticketing experience is completely mobile and allows for last-minute ticket delivery, while different seat locations for every game provides fans different perspectives to enjoy the game.”

Cal is not inventing anything here. Kao said that Washington, Arizona and Kentucky have similar programs for football, and Ohio State and Oregon do it for basketball. Some pro teams are also utilizing ticket-buying methods along the same lines, among them the Kansas City Chiefs, Sacramento Kings, Brooklyn Nets, Carolina Panthers and Boston Celtics.

“I truly believe this is the future of ticket-buying,” Kao said. “As technology continues to advance, mobile ticketing along with pay-as-you-go subscriptions will be the future of sports ticketing. Data shows that most of our non-season ticket game goers buy last-minute, whether it’s through us or a secondary market like Stubhub. Therefore why not provide a product that meets the buying trend while guaranteeing our fans the best seats available without having to shop and compare prices online. 

Kao says this is probably just the beginning. “It’s only a matter of time before the ticketing experience converts primarily into a monthly ‘membership fee’ or ‘subscription’ based model and replaces the traditional season-ticket buying process,” he said. 

Attendance has been sliding at Memorial Stadium, a factor traceable to not only lack of success on the field but also the inconsistent starting times that sometimes are announced only six days in advance and night games, which are difficult for fans driving long distances to attend. 

Last year the Bears averaged just 42,871, which actually represents an increase over the 2017 figure of 36,451. The Bears, under first-year coach Justin Wilcox were coming off the horrendous Sonny Dykes era that season. But in the heyday of the Jeff Tedford era, the Bears drew an average of more than 60,000.

The Bears open the home season on Aug 31 against UC Davis. Other home games are against North Texas Sept. 14. Arizona State, Sept.27, Oregon State, Oct, 19, Washington State, Nov. 9 and USC, Nov. 16.

For more information or to become a 2019 MVP, visit or contact (800) GO-BEARS and press option 3.

Verify your student status
See Subscription Benefits
Trial only available to users who have never subscribed or participated in a previous trial.