UVA to Offer Complimentary Admission to Soccer, Women’s Lacrosse and Softball … – Virginia Sports

CHARLOTTESVILLE, Va. – University of Virginia Athletics announced Tuesday (July 1) that all men’s and women’s soccer, women’s lacrosse and softball regular-season home contests will no longer be ticketed and will be complimentary to the general public. These sports join volleyball, field hockey, men’s and women’s cross country, men’s and women’s swimming, wrestling, men’s and women’s tennis, men’s and women’s track and field, men’s and women’s golf, rowing and men’s and women’s squash as sports in which all regular-season home competitions are complimentary. The complimentary admission to men’s and women’s soccer, women’s lacrosse and softball is the first of a series of campaigns aimed at increasing fan engagement and attendance across all sports for the 2025-26 season and beyond. The strategic decision was made following a thorough review of all operations to determine a comprehensive strategic plan across all 27 sport programs. “After thoughtful consideration and extensive market research, we’re excited to offer complimentary admission to select sports,” UVA Deputy Athletics Director for External Operations Tyler Jones said. “This strategic decision is designed to increase attendance, expand the fan base and enhance the fan experience. We believe this initiative will strengthen the sense of community around our programs and provide
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