BYU Prices Premium Game-Day Experiences as High as $3,203

What Happened

BYU is offering paid game-day add-ons for the 2026 football season, including field photos, Cougar Walk access, press-box meals, sideline access during the third-quarter break, video-board messages and visits from Cosmo the Cougar. Prices vary by opponent. A press-box meal costs $268 for the Utah Tech opener and $802 for the Oct. 17 Notre Dame game. An in-seat Cosmo visit costs $1,068 against Utah Tech, $1,602 for each of BYU’s five Big 12 games and $3,203 against Notre Dame. A Notre Dame locker-room and media-room photo costs $642, while a field photo costs $482. Social-media reaction has included sticker shock.

Why It Matters

• BYU is turning premium access into a separate revenue stream, with the same type of experience priced according to the opponent.
• The Notre Dame game carries the highest listed costs, including a $3,203 Cosmo visit and an $802 press-box meal.
• Fans can still buy lower-cost options, such as a $55 Utah Tech video-board message, but the menu puts marquee-game access far above a standard ticket experience.

THE PATE STATE READ

THE PATE STATE READ: BYU deserves credit for creating more ways for fans to participate around the game. The failure condition is price discipline. A field photo or mascot visit can be a fun add-on when the cost stays connected to the moment; at $3,203, the experience becomes a luxury purchase before the first snap. This moves the fan experience a spot, not the earth. The Oct. 17 Notre Dame game will show whether demand supports the premium or leaves the menu looking more ambitious than useful.(Josh has not yet commented.)

What's Next

• Oct. 17, 2026: BYU hosts Notre Dame, with the season’s highest listed prices for several premium experiences.