How USF Optimized Its Game-Day Atmosphere for Broadcast Impact
Creating a great game-day atmosphere is not just about selling tickets. It is about where fans choose to sit, how demand is shaped over time, and whether pricing decisions reinforce trust with loyal supporters while supporting the broader goals of the program.
During the 2025 football season, the University of South Florida took a thoughtful approach to aligning its in-stadium energy with what fans and viewers saw on broadcast. With strong attendance momentum and a passionate fan base, USF focused on fine-tuning how demand flowed throughout the stadium to ensure its most visible sections consistently reflected the excitement around the program.
The Opportunity: Aligning Seating Demand With Program Momentum
USF has seen impressive attendance growth and strong fan support. Like many programs playing in a professional-sized venue, fans naturally gravitated toward preferred seating areas, even during well-attended games.
Rather than viewing this as a challenge, USF saw an opportunity. By more intentionally guiding demand toward highly visible TV-side sections, the program could ensure its broadcast-facing atmosphere consistently matched the momentum happening on the field and across the fan base.
The goal was not a short-term promotion or a one-game spike. USF wanted a sustainable, repeatable approach that could:
- Encourage demand in TV-side sections across the full season
- Preserve value for season ticket holders and group buyers
- Maintain fair, consistent pricing for fans
- Support a strong, energetic game-day experience
This approach focused on shaping buying behavior thoughtfully over time, without compromising fan trust.
The Strategy: Precision Pricing With Clear Guardrails
To support this vision, USF partnered with Tillion and activated its TV Optimization capability.
Rather than applying blanket dynamic pricing, the strategy centered on controlled, intentional price incentives designed to guide demand toward key TV-facing inventory. Established season ticket holder and group pricing zones were protected, and clear guardrails ensured pricing remained consistent and aligned across primary and secondary markets.
Every pricing decision tied back to USF’s broader game-day goals, balancing atmosphere, broadcast impact, and long-term fan relationships.
The Impact: Stronger TV-Side Presence Throughout the Season
The results were both measurable and repeatable.
During USF’s homecoming game, the program saw a 250 percent lift in TV-side attendance, with noticeably denser seating in broadcast-facing sections. Because the strategy was tested early in the season, USF was able to refine and apply it consistently across the remainder of the schedule.
Just as importantly, season ticket holder and group value remained protected, reinforcing that smarter pricing does not require disruption or erosion of loyalty.
Why This Matters for College Athletic Programs
USF’s approach highlights a broader shift across college athletics. Programs are moving beyond reactive pricing tactics and toward intentional demand optimization that supports atmosphere, brand perception, and fan trust at the same time.
This type of strategy enables programs to deliver:
- A stronger televised atmosphere at every game
- Pricing decisions that reinforce fan loyalty
- Modern pricing sophistication without volatility
- A scalable, season-long playbook for future campaigns
Explore the Full USF Case Study
This blog highlights the high-level strategy and outcomes, but the full case study dives deeper into the approach, execution, and results.
👉 View the full University of South Florida case study here.