Coming off a historic year in the stands at Scott Stadium, University of Virginia football is looking to carry that momentum into 2026. The Cavaliers drew their largest average crowd in 17 years, set a program record for average student attendance and welcomed more than 100,000 additional fans to home games compared to 2024.
Ahead of the new season, UVA Today spoke with Eric Ward, 鶹ƽ associate athletics director for marketing, about what brought fans back to Scott Stadium, how their feedback is shaping the game-day experience and what they can look forward to this fall.
Eric Ward, 鶹ƽ associate athletics director for marketing, uses fan feedback to help shape the game-day experience at Scott Stadium. (Virginia Athletics photo)
Q. What can fans look forward to at Scott Stadium this season?
A. Last year, we led the Power 4 conferences in attendance gain year-over-year, finishing the season with four consecutive games of 50,000-plus fans. We will look to build off the momentum from 2025 and raise the bar in 2026.
Q. What did you learn from last year’s ticket and tailgating options, and how is that shaping this season?
A. We learned that every fan experiences game day differently, and our goal is to create choices to meet every fan’s desire for game day.
A big step in this was broadening ticket options at both the high and low ends, which proved highly successful. This year, we are adding new premium areas, such as the South Lawn Club, while reconfiguring our pricing map following our historic season to reduce prices in many sections around the stadium.
Q. How has fan feedback influenced the game-day experience?
A. Fan feedback has been critical over the last four years. We have engaged in a multiyear plan to reimagine game days at Scott Stadium. Whether it’s big upgrades, such as the 6,700-square-foot Hoo Vision; intentional prioritization of school traditions, such as the revamp of our pregame show; unflashy changes, like integration of shuttle buses and wait time improvements around the stadium; or flashy changes like fireworks at all games and the new LED lights, we have sourced our priorities directly from Virginia fans to try to deliver the best game-day experience in the country.
Q. What are some ways you’re making game day fun and accessible for students and families?
A. Last year, we drew the highest student average attendance in the history of Virginia football. We are expanding overflow student areas around Scott Stadium to accommodate this continued growth.
We are continuing to broaden the school ticket program around the commonwealth, introducing young, new fans to Virginia. Additionally, our revamped Cavman’s Crew program this year serves as a season ticket for kids for all women’s basketball, baseball and men’s lacrosse games, with tickets to three football and three men’s basketball games.
Q. What have you found really gets fans excited about coming to Scott Stadium?
A. Two things have been around our program for a long time and will forever be a part of a Virginia football game day: seeing the Cavalier on horseback and Sabre take the field, and singing “The Good Old Song” with your loved ones. A goal of ours has been to best spotlight these great traditions and use the words and imagery associated with them in new and creative ways around the entire game-day experience.
Q. What might surprise someone who hasn’t been to a UVA football game in a few years?
A. It’s a completely different experience than just three or four years ago. I can’t tell you how many alumni and fans have reached out over the last couple of years to talk about how much they have enjoyed the improvements around game day and how proud they feel supporting our Hoos in Scott Stadium. It has been our daily goal to remove all barriers for people attending games, and we believe we are meeting that goal.
Q. What’s one thing fans shouldn’t miss this season?
A. Don’t miss the home opener vs. North Carolina State University on Aug. 29.
For longtime supporters of Virginia football, last year was a re-awakening of Scott Stadium. Fans who have been coming to games for 60 years and those who experienced their first Cavalier game day last year came together to generate one of the most impactful home-field advantages in the country, helping our team to several victories. This has quickly raised our standing in the greater college football ecosystem.
