UCLA Athletic Department Drops to 212th in Trading Volume Amid Financial Crisis

On May 19, 2025, The's trading volume reached 4.00 billion, marking a 38.72% decrease from the previous day. This placed The in the 212th position in terms of trading volume for the day.

UCLA's athletic department is facing a significant financial deficit, prompting the implementation of various strategies to increase revenue and enhance the fan experience. Daniel Cruz, a former Disney executive, has been appointed to lead these efforts, focusing on modernizing ticketing operations and creating premium seating and lounge areas at key venues like Pauley Pavilion and the Rose Bowl. These changes aim to attract more fans and build brand loyalty, addressing the department's $219.5 million deficit.

One of the key initiatives involves switching to a new ticketing agency, Elevate, which will modernize operations and allow for dynamic pricing. This will enable lower prices for less desirable games, making tickets more accessible. Additionally, a new field-level club at the Rose Bowl is planned, featuring a restaurant-bar setup and premium seating, which is expected to generate significant demand and revenue.

UCLA is also exploring other revenue opportunities, such as sponsorships and co-branded advertisements featuring star athletes. For example, star center Lauren Betts is featured in billboards for La Victoria salsas and sauces. These efforts are part of a broader strategy to elevate the fan experience and create a more engaging atmosphere at sporting events.

Cruz's approach includes converting some of the department's marketing staff into fan experience specialists to improve retention and create a cycle of engagement. By listening to fan feedback and making necessary adjustments, UCLA aims to foster a sense of loyalty and enthusiasm among its supporters, ultimately driving more revenue and support for the athletic programs.