Fernando Lovo, Vice President and Director of Athletics at the University of New Mexico, announced on ESPN Radio 101.7 "THE TEAM" that to increase attendance at University Stadium, UNM will offer two free children's tickets per adult ticket purchased, excluding the New Mexico State game.
"get University Stadium rocking behind these young men and this great coaching staff," said Fernando Lovo. "one adult ticket, you get to claim two kids free tickets for 12 and under. A football game should be a celebration. It shouldn't just be a game."
According to the Lobos' website, the newly introduced "Kids Get in Free" program allows fans who purchase a single-game general admission ticket for five select home football games to receive two complimentary youth tickets for children aged 12 and under. This initiative is specifically targeted at increasing family attendance in the North End Zone and excludes the New Mexico State game due to limited ticket inventory. The offer is part of UNM Athletics’ broader strategy to make Lobo Football more accessible and family-friendly through low-barrier entry points and community-driven outreach.
Driven by a fan-first philosophy, Lovo and his athletics team are pushing creative boundaries to make every game day a celebration beyond just the action on the field. Initiatives like free admission to Olympic sports and a new $1.2 million video board enhance the fan experience and remove barriers to participation. A standout example of this innovation is a widely praised parody video inspired by The Office, featuring Coach Eck and the Lobo staff. Designed to generate buzz and deepen community ties, these efforts show a clear commitment to engaging fans with humor, accessibility, and high-quality amenities throughout the season.
As per the podcast, by combining creative outreach with family-first ticketing and upgraded amenities, Lobo Athletics is strategically laying the groundwork for a game day culture that’s both deeply engaging and widely accessible. From fun viral content like their Office-inspired parody to generous offers for kids and new stadium enhancements, every move is part of a cohesive vision to energize the fan base and grow it for the future. These initiatives aim to turn University Stadium into more than just a venue—it’s becoming a destination that welcomes the community, excites the next generation, and gives the team a real home-field advantage. Together, they reflect an intentional culture shift toward inclusivity, entertainment, and long-term loyalty.
Lovo became the 14th Vice President and Director of Athletics at the University of New Mexico in December 2024, bringing with him extensive experience from top-tier programs including Texas, Ohio State, and the NFL’s Jacksonville Jaguars. In just his first year, he guided UNM to a record-breaking 49th place in the Learfield Directors’ Cup, secured six Mountain West titles, and oversaw a 17.6% growth in the athletics budget.
Editor's note: This article includes excerpts from an interview conducted on "TEAM Talk" with Joe O'Neill, Adam Diehl, and Andres Chavez."TEAM Talk" airs Monday through Friday between 4 p.m.-7 p.m. on ESPN Radio 101.7 TheTEAM. Listen live at https://www.1017theteam.com/ or via 1017 The Team app on iPhone and Android devices.
