Nevada Athletics Sees Ticket Sales Rise, But Pre-COVID Revenue Remains Elusive
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Nevada Wolf Pack athletics experienced a 6.7% year-over-year increase in ticket sales for fiscal year 2025, reaching $8,728,513, but overall revenue still lags behind levels seen before the COVID-19 pandemic. The gains were driven by a meaningful surge in football ticket revenue, while men’s basketball saw a slight dip.
A key factor in the overall increase was a 14.5% jump in Nevada football ticket revenue during Jeff Choate’s inaugural season in 2024, totaling $3,576,627. This marks the highest football ticket sales figure for the Wolf pack as 2018. Despite a challenging recent record – 9-39 overall and 4-27 in Mountain West play since 2022 – the team’s performance under Choate appears to be resonating with fans.
Though, officials acknowledge that sustained success on the field is crucial for continued growth. “nevada has given fans little reason to attend games in recent years,” the report states, highlighting the need for consistent winning seasons to bolster attendance.
Men’s Basketball Remains Top revenue Driver
While football showed impressive gains, men’s basketball continues to be the financial cornerstone of Nevada athletics, generating $4,853,497 in ticket revenue last fiscal year. Despite this, sales experienced a slight decline of 0.5% compared to the previous season.
The program’s peak revenue years coincided with the tenure of former head coach Eric musselman,including a 2018 Sweet 16 appearance and sold-out season tickets in 2018-19. Steve Alford’s initial season maintained a high revenue standard, reaching $5.683 million, but sales have yet to consistently return to those levels. Over the last seven seasons (excluding the COVID-19 impacted year), men’s basketball has averaged $4,931,305 in annual ticket sales.
Nevada is actively pursuing strategies to further increase ticket revenue. A planned addition of premium seating to Mackay Stadium’s north end zone, though delayed until the next offseason, is expected to generate significant additional income.
Perhaps the most impactful change on the horizon is the Wolf Pack men’s basketball team’s move to the GSR Arena in the 2027-28 season. While the move will necessitate arena lease payments, officials are confident that the increased capacity and enhanced fan experience will drive substantial revenue growth. “The Wolf Pack made it clear…it couldn’t afford to go backward in net-ticket revenue with the arena change,” the report emphasized.
“Non-Revenue” Sports Contribute Modestly
Ticket sales from so-called “non-revenue” sports totaled $192,054 in fiscal year 2025, with baseball leading the way at $80,901.Other contributing sports included women’s basketball ($51,955), volleyball ($23,934), softball ($23,225), and soccer ($12,039).
Overall Revenue Trends
Overall ticket sales have shown a positive trend in recent years, recovering from the disruptions caused by the COVID-19 pandemic. Here’s a breakdown of annual ticket revenue:
- FY25: $8,728,513
- FY24: $8,181,002
- FY23: $7,502,201
- FY22: $7,325,678
- FY21: COVID-19 (limited/no attendance)
- FY20: $9,147,000
- FY19: $9,683,291
Nevada’s 2024-25 total represents the highest since fiscal year 2020. Despite the positive momentum, improving football attendance and restoring men’s basketball to its late-2010s peak remain key priorities for boosting self-supported revenue and ensuring the long-term financial health of the athletic department.
