Blue and Gold in the Red: A Student’s View on the Future of UCLA’s Athletic Legacy

By Tyler Sushinsky | Feb 24

UCLA Athletics is widely recognized as one of the most iconic programs in college sports history. From legendary coach John Wooden, who led UCLA to 10 NCAA championships in 12 seasons, to athletes like Jackie Joyner-Kersee, Kareem Abdul-Jabbar, and Jackie Robinson, who not only left their mark in Westwood but also revolutionized the national athletic landscape, the Bruins have been synonymous with excellence for ages.

Despite this storied past, the present state of the Bruins’ athletic department tells a far different story. In recent years, UCLA Athletics has been subject to financial turmoil, student apathy, and a struggle to keep up with the modern realities of college athletics with the introduction of Name, Image, and Likeness (NIL) rules. Even with a recent lifeline of $30 million from the school in 2024, the Bruins remain burdened by a $51.85 million deficit on the year. As other schools, including cross-town rival USC, pour millions into their athletic programs and NIL collectives, UCLA’s financial struggles have left its athletic department in a precarious position. The question remains — How did one of the most iconic athletic programs in the country reach this point, and what can be done to turn it around?

UCLA’s Financial Struggles

For six consecutive years, UCLA Athletics has faced mounting financial challenges, with a deficit totaling $219.55 million. This deficit is covered by the university, but it still proves the presence of a major issue. Financial data provided by USA Today paints a bleak picture. In previous years, UCLA Athletics operated on stable financial ground, with revenue and expenses aligned from 2004 to 2017. But in the modern era of college sports, stability quickly turned into crisis.

In 2018, UCLA officially entered the red, spending more than it earned for the first time in over a decade. Since then, the gap has continued to widen. In 2023, the Bruins reported $105.4 million in revenue against $142 million in expenses, marking a deficit of nearly $37 million. The gap grew to $51.85 million in 2024, bringing the two-year shortfall to nearly $88 million. In addition, as part of its move to the Big Ten Conference, UCLA agreed to pay UC Berkeley a $30 million subsidy over three years to offset the financial disparity caused by their departure from the Pac-12. Even after receiving a historic $30 million infusion from the university last June, the department remains buried in debt.

Revenue streams that once fueled UCLA’s success have stagnated or declined. Ticket sales have plummeted, dropping significantly from the highs of the mid-2010s. In 2020, due to the COVID-19 pandemic, ticket revenue hit $0, a blow from which the department has yet to fully recover. Even in 2022, ticket sales hovered around $17.5 million, failing to regain pre-pandemic strength which peaked in 2014 at $26.2 million. 

 Meanwhile, outside contributions, which USA Today describes as “amounts received directly from individuals, corporations, associations, foundations, clubs or other organizations for the operations of the athletics program” have fluctuated unpredictably, leaving UCLA unable to compete financially with athletic departments like Oregon and Texas A&M, which benefit from deep-pocketed donors who collectively invest hundreds of millions into their programs each year.

Fours Down? Bruins Attendance and the Apathetic Student 

In 2021, UCLA implemented tarps on the north end of the Rose Bowl (eventually adding them to the south end too), covering thousands of seats that the Bruins were unable to fill. In 2023, UCLA Football averaged 47,951 fans at the Rose Bowl, while across town, USC Football averaged 66,071 at the Coliseum. When comparing the 2016-2018 football seasons to the 2022-2023 season, UCLA experienced the worst decline in attendance from any Power-5 school — a decrease of an average of approximately 13,000 fans. 

Basketball isn’t safe from the attendance decline, either. In the current 2024-2025 season, UCLA is averaging just 6,519 fans per game (as of 2/19/25), down from 7,493 in 2023-2024 and 9,276 in 2022-2023. That marks a nearly 30% drop in just three years, a troubling trend for a program with such a storied basketball history.

So where did all the Bruins fans go? 

For a school with such a rich athletic history, you’d expect The Den (UCLA’s student section) to be packed, the iconic 8-clap to be deafening, and the game-day energy to be electric. But the reality inside Pauley Pavilion and the Rose Bowl tells a far different story. As a current UCLA student who grew up ingrained in Bruin sports culture, I’ve witnessed firsthand the gradual erosion of school spirit when it comes to our athletic program. Ask any student why they don’t go to games, and you’ll likely get the same answers: The Rose Bowl is too far, the team isn’t exciting, they simply don’t care, or what I hear most (and guilty of myself at times) — “I have to study.”  

Part of the issue lies in UCLA’s inability to cultivate a strong, modern campus sports culture. There is no real sense of collective pride motivating students to attend games. Unless it’s a marquee opponent, the average student barely notices when a game is happening. Even when the teams are successful, student engagement remains underwhelming. The women’s basketball team was #1 in the country for months, boasting an undefeated record until just recently. However, Pauley Pavilion still struggles to fill seats consistently, with former players having to plead with fans online to show up to games. The football program, despite having a winning record in three of the past four seasons, plays in a stadium where the opposing team’s fans often outnumber Bruin supporters in the new Big Ten era.

While revenue, ticket sales, and attendance statistics all play a factor in the current state of the athletic program, there is a deeper issue to address — UCLA’s identity as an athletic powerhouse is slowly fading. If something doesn’t change soon, the disconnect between students and the athletic program will only grow, making it substantially harder to rebuild what was once a passionate and engaged fanbase.

The Bruin Reawakening: How to Revive the Fanbase

UCLA’s remarkable athletic achievements are not in question. The countless NCAA banners, trophies, and Olympic gold medals speak for themselves. Few programs can match UCLA’s history of athletic excellence, with Westwood shaping some of the world’s greatest athletes. The root of the problem is whether the athletic department is willing to do what it takes to ensure this legacy continues. 

The first and most immediate fix? Revive, reignite, and reintegrate the student body into the program. From a financial standpoint, having students invested in athletics proves to serve many benefits. Take a look at some of the well-known powerhouse programs in the country such as midwest rivals Ohio State and Michigan. Dedicated students show up to every game, rain or shine, invested in the outcome of their team. Ohio State, a fellow Big Ten school, boasts an attendance average of 104,216, third in the nation. Subsequently, their athletic department is valued at $1.32 billion, which makes them the most valuable athletic program in the country. Meanwhile, UCLA sits at just $472 million in valuation, despite having one of the most successful athletic legacies in collegiate sports history. The Bruins have 124 NCAA championships, nearly four times Ohio State’s 32, yet lack the financial backing and engagement to match their historic success. The gap in value and student buy-in is glaring, and the lack of an energized student section is a big reason why.

If UCLA is serious about reviving its sports culture, it must create an environment that makes attending games an integral part of student life. Right now, the experience feels like an afterthought. It is no secret that the Rose Bowl is a logistical nightmare for students. The stadium is 26 miles from campus, requiring a multi-hour round trip that adds extra expenses beyond the cost of the tickets. However, as the “Granddaddy of Them All,” the Rose Bowl carries a storied history and an unmatched aura that UCLA can leverage to create an electric gameday atmosphere. Investing in better student transportation, enhancing pre-game events, and offering real incentives would be a crucial first step in bringing students back into the fold and restoring the home-field advantage the Bruins desperately need.

UCLA has begun implementing various marketing tactics to boost student engagement. The newly announced “Student Attendance Challenge” is a great start. Students earn points for showing up to men’s conference basketball games, and top point earners have a chance at a half court shot during the last home game of the season, with a $10,000 prize currently on the line. 

While this initiative alone won’t fix UCLA’s attendance struggles overnight, it signals a step in the right direction. The university is beginning to recognize the importance of an engaged student body and the role it plays in the program’s long-term success. If UCLA continues to invest in creative, student-focused incentives and works to rebuild the excitement around game days, there is no reason why the atmosphere of Westwood can’t return to its former glory. 

UCLA’s NIL Evolution and the Changing Landscape of College Sports

Beyond just fan engagement, the financial realities of the modern college athletic landscape demand that UCLA takes NIL (Name, Image, and Likeness) more seriously, an area where they have already begun making progress. The days of relying on historic prestige to attract elite talent are over. Programs across the nation have built powerhouse NIL collectives, ensuring their top recruits are financially secure. 

Last October, UCLA restructured its NIL collective and established Champion of Westwood, the official NIL collective supporting all Bruin student-athletes. The collective is segmented into three major funds, each designed to strengthen different athletic programs: Men’s Basketball, Men’s Football, and Women’s Basketball/Olympic Sports. The goal of the newly structured collective is to support student-athletes by monetizing their personal brands, building relationships with businesses and donors, and engaging with the Bruin community — all while strengthening the foundation and future success of the athletics program.

In the transfer portal era, athletes are constantly lured by programs offering lucrative NIL deals. If UCLA wants to keep its top athletes in Westwood and compete with powerhouse programs, NIL must remain a priority. UCLA already has a strong foundation of elite athletes to build upon, including Kiki Rice in women’s basketball and Jordan Chiles in gymnastics, who have both secured major NIL opportunities with companies such as Jordan and Reebok. While the introduction of Champion of Westwood is a step in the right direction, the success of UCLA’s NIL efforts will ultimately depend on continued investment from donors, alumni, and fans. As college athletics rapidly evolves, the programs that fully embrace NIL will be the ones that thrive.

West Coast to Coast-to-Coast: The Move to the Big Ten

It would be unfair not to mention UCLA’s recent transition from the Pac-12 to the Big Ten, a move that presents one of the greatest financial opportunities in the program’s history. Athletic Director Martin Jarmond, who was recently extended through 2029, now has the chance to lead UCLA into a new era of stability and growth, powered by the newly acquired Big Ten membership.

The most immediate impact from the move? A massive increase in revenue. The Big Ten’s lucrative media rights deal, estimated to bring in between $65 to $75 million annually, surpasses the payout UCLA previously received in the Pac-12 which was around $23 million. This influx of funds provides UCLA with the resources to pay down its athletic deficit, invest in NIL opportunities, and improve facilities to better compete with other top programs and stay competitive on a national scale.

Beyond direct payouts, the move also unlocks new sponsorships and increased visibility on a national stage. The national exposure that comes with playing in the Big Ten cannot be overstated. UCLA is no longer just a West Coast brand playing in late-night, regional Pac-12 matchups. Instead, the Bruins now regularly appear in primetime slots on FOX, CBS, and NBC (alongside the networks’ streaming services), reaching millions of viewers across the country. With Big Ten resources now at its disposal, UCLA has an opportunity to turn its historic success into long-term stability and national relevance.

A Lifelong Bruin’s Perspective

As the son of a UCLA alum, I grew up watching games with my family, eagerly waiting to see childhood heroes like Darren Collison, Russell Westbrook, and Lonzo Ball take the court. One of my favorite memories will always be standing behind the end zone at the Rose Bowl and watching Josh Rosen lead the Bruins to an unforgettable 34-point comeback victory against Texas A&M, capped off by an incredible fake spike that turned into the game-winning touchdown. It was a moment that perfectly captured the magic and aura of UCLA Athletics and what it means to be a Bruins fan. 

That’s what made stepping onto campus as a student so surreal. For years, I dreamed of being a part of that energy, standing in The Den, cheering for the Bruins, and experiencing the same electric atmosphere I saw on TV and in person as a child. But when I was fortunate enough to attend UCLA, something felt different. The excitement I had as a fan growing up wasn’t the same for the student body around me. The energy was missing. UCLA was still winning, but the magic that made being a Bruins fan so special seemed to be fading.

Yet, I still passionately believe in this program. I have seen firsthand what UCLA Athletics is capable of, and I hope that my fellow students can one day experience the passion, energy, and traditions that make it truly special. While I will always be a fan of UCLA sports, through the highs of March Madness runs and the lows of rebuilding football seasons, I know that the average student, donor, or casual fan won’t stick around through the tough times unless they feel truly connected to the program.

Belief alone is not enough. These issues must be addressed. The athletic department needs to take real action by revitalizing student engagement, strengthening NIL efforts, and capitalizing on the opportunities presented by the move to the Big Ten. The foundation for greatness is still there, but UCLA must act now to ensure its athletic legacy thrives for generations to come. Go Bruins!