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Wisconsin football's declining fan interest has led to a projected $33.7 million in ticket sales for the 2026-27 budget, an 11.6% drop from the previous year. The Badgers averaged only 49,063 fans per game during a disappointing 2025 season.
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MADISON â Wisconsin footballâs downward slide (and the subsequent drop in fan interest) has impacted the Badgersâ budgeting for the next academic year.
The 2026-27 budget that the UW athletic board approved at its April meeting projects $33.7 million in ticket sales â an 11.6% drop from the $38.1 million that UW budgeted for 2025-26.
That comes as UW is slated to fall well short of its budgeted ticket sales number in 2025-26 amid a disappointing 2025 football season. The Badgers averaged only 49,063 fans per game, according to tickets-scanned data obtained via an open records request, with another 17,757 distributed-but-unused tickets per game.
Wisconsin lowered the price of season tickets and extended the deadline ahead of the 2026 season, which also coincides with UW playing six home games instead of the usual seven home games.
The lack of the seventh home game in 2026 is due to the Badgersâ neutral-site game against Notre Dame at Lambeau Field, which is more financially advantageous for the athletic department.
Adam Barnes, the athletic departmentâs chief financial officer, said in a UW athletic board committee meeting that the Badgers are âeffectively through season-ticket renewalsâ and have seen sales that are âin line with what we were expectingâ when creating the budget.
âThe mix between season tickets and single-game tickets I do expect will shift,â Barnes said. âAnd with that success on the field that weâre expecting, I do expect that weâll exceed that.â
The projected ticket sales revenue for Wisconsin football in the 2026-27 budget is $33.7 million.
Wisconsin football's ticket sales are projected to drop by 11.6% from $38.1 million in 2025-26.
The average attendance for Wisconsin football games in 2025 was 49,063 fans per game.
Wisconsin lowered the price of season tickets for 2026 to boost sales amid declining fan interest and attendance.

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Wisconsinâs 2026-27 budget projects about $203.3 million in revenue and expenses â up 2.2% from what was budgeted in 2025-26.
Areas of revenue growth include the recently approved $14.6 million of taxpayer funding, media rights income from the Big Ten and less money being transferred back to the rest of the university.
UW budgeted roughly $11 million to go back to the university in 2025-26. That is down to $7.3 million in the 2026-27 budget.
âAthletics has long been a net financial contributor to campus, and while this report reflects a continued flow of funds between our division and campus, it has been adjusted to be very close to a net-neutral flow,â Barnes said. âSo revenues and fees sent from athletics to campus will closely resemble the tuition remission that campus provides back to athletics.â
With the $14.6 million in taxpayer funding arriving for athletic facility debt service, UW is increasing its budgeted debt service payments from $13.6 million in 2025-26 to $15.3 million in 2026-27.
Empty seats are shown during the first quarter of the Wisconsin - Washington football game Saturday, November 8, 2025 at Camp Randall Stadium in Madison, Wisconsin.
Former Wisconsin athletic director Chris McIntosh pledged additional resources for the football program when he reaffirmed his support for beleaguered coach Luke Fickell. Some of those efforts have been evident with the start of Badger Athlete Partners, an expanded Learfield initiative focused on NIL.
It also is evident in how much UW will pay in the âsalaries and fringesâ category of the budget. It increased by 8% from $76.5 million in the 2025-26 budget to $82.7 million in the 2026-27 budget.
âItâs been well-documented that we are increasing our investment in football, and this is one area where that is tangibly playing out,â Barnes said. âApproximately half of this budgeted increase in our salaries and fringe line relates either to contractual increases within football and additional football staff.â
The expanded football staffing includes additional position coaches that are already on campus for spring practices and more positions for recruiting and scouting. A 2% raise for state and UW employees â part of the 2025-27 budget â also led to the higher salary total.
This article originally appeared on Milwaukee Journal Sentinel: How waning Wisconsin football interest impacts Badgersâ 2026-27 budget