UCLA Athletics today announced the launch of "Fours Up, Fans First," a comprehensive fan engagement initiative designed to strengthen the connection between Bruins supporters and UCLA's 25 varsity sports programs while enhancing the football gameday experience at the Rose Bowl and creating new year-round opportunities for fans to connect with UCLA Athletics.

The campaign reflects UCLA Athletics' ongoing commitment to listening to fans and creating a more engaging, accessible and rewarding experience for students, alumni, donors and supporters both at the Rose Bowl and across UCLA Athletics. The initiative combines new technology, gameday traditions, fan-focused pricing, expanded rewards and improvements driven directly by fan feedback.

“I say it all the time, but it takes a village to build a successful football program,” said Bob Chesney, the Angelo M. Mazzone III UCLA Head Football Coach. “The support of our fans is a huge piece of that. We are excited to welcome the Bruin Family back to the Rose Bowl and create an atmosphere that reflects the pride, tradition and passion of UCLA. This team has worked hard for the opportunity ahead of us, and we can’t wait to get out on the field and compete in front of our fans this season.”

At the center of the campaign is BruWin Rewards, presented by Champion of Westwood, UCLA Athletics' new loyalty and engagement platform that will allow fans to earn points and unlock exclusive experiences, promotions and prizes by engaging with Bruins Athletics throughout the year.

BruWin Rewards Presented by Champion of Westwood

BruWin Rewards, presented by Champion of Westwood, is UCLA Athletics’ new fan loyalty program designed to reward and recognize Bruins fans throughout the year.

Accessible through the UCLA Bruins mobile app, the platform is designed to strengthen the connection between Bruins fans and UCLA Athletics by rewarding engagement across all 25 sports. Fans will have opportunities to earn points that can be redeemed for exclusive rewards, experiences and prizes.

To support the launch, UCLA Athletics is introducing dedicated social media channels focused on BruWin Rewards, including @BruWinRewards on Instagram and @BruWin_Rewards on X, which will highlight promotions, rewards opportunities, exclusive content and partner activations.

The campaign launch will include a season-opening sweepstakes featuring a signed UCLA Football helmet and other exclusive prizes designed to encourage fan participation and engagement.

Enhancing the Rose Bowl Experience

The Fours Up, Fans First initiative includes a number of upgrades at the Rose Bowl to improve the football gameday experience for Bruins fans.

A Feast Fit for The Bruins - Elevated Food and Beverage Options:

The Rose Bowl Stadium and hospitality partner Levy Restaurants have teamed up on new gameday food and beverage offerings for UCLA football season, highlighted by collectible vessels and chef-crafted spins on SoCal favorites alongside elevated stadium classics. 

Highlights this season include:

• • Super Loaded Nachos: Choice of ancho-charred chicken, grilled carne asada or chipotle-smoked tofu atop crispy cantina-style tortilla chips with house-made Monterey Jack cheese sauce, hearty pinto beans, fresh Pico de Gallo, pickled onions, cilantro and sliced pickled jalapeños. Available at Tunnels 3 and 20. 
  • Rose Bowl Chicken Tender Bucket: A custom replica Rose Bowl-shaped bucket filled with 2.5 pounds of hand-breaded chicken tenders, served with classic BBQ sauce and buttermilk ranch dressing. Available at Tunnel 6. 
  • 1922 Cheesesteak Dog: Half-pound all-beef hot dog topped with shaved beef and smothered in house-made Monterey Jack cheese sauce, finished with marinated Fresno peppers and served in a fresh hoagie roll. Available at Tunnels 8 and 15.
  • Rotating Local Restaurant & Chef Appearances: Each game this season highlights a different restaurant from across Southern California in clubs and suites. Appearances will include: San Gabriel Market (Baldwin Park), The Dive Oyster Bar (Irvine and Temple City) and Descanso (Costa Mesa), among others.

Fan-Friendly Ticket Pricing: UCLA continues to prioritize accessibility by offering single-game football tickets starting at just $27 and youth general admission tickets available for $5 on gameday.

Revamped Team Entrance: Beginning this season, UCLA Football will make its entrance onto the Rose Bowl field through the brand-new Field Club premium seating location - The Field Club, bringing fans closer to the action than ever before.

Built From Fan Feedback

Several improvements for 2026 were developed directly from fan and student feedback.

Club Rose Upgrades

After receiving feedback from students, UCLA Athletics and the Rose Bowl Stadium removed the safe-standing railings in Club Rose to provide students greater flexibility and comfort during breaks in play while maintaining the energy and atmosphere that have become a hallmark of the student section.

Tailgate Enhancements

• • The UCLA Alumni Band will return to its longtime location in Area H.
  • Lot A parking will return to its previous location to improve convenience and familiarity for fans.

Celebrating Bruins Tradition

A Bruin Legend will help fire up the Rose Bowl crowd before each home game and call the Bruins to the field for kickoff with one of UCLA’s most recognizable traditions – the Rally Committee Air Horns. Other legendary Bruins will make appearances at each home game this season.

Elevated Student Giveaways

Throughout the season, UCLA students will receive expanded premium giveaway items including customized UCLA Football t-shirts, rally towels and more.

BruinFest Concert Series Returns

The BruinFest Concert Series returns for its second season in 2026.

Fans attending UCLA Football games will once again have opportunities to enjoy live musical performances while participating in one of college football's premier tailgating environments.

Concerts are scheduled for:

• • September 19 featuring headliner Bryce Alakai
  • October 24

Additional details regarding performers will be announced throughout the season.

Fans can learn more about BruWin Rewards and begin earning points by downloading the UCLA Bruins obile app.