San Diego State football season-ticket sales are substantially slower in the second year of AztecFAST.
An SDSU official said Thursday that season ticket sales stand at 5,426. That’s 33% less than this time a year ago, even though the Aztecs began offering season ticket renewals before the 2024 season concluded.
Sales in mid-April last year were 8,152, the total boosted by the hiring of coach Sean Lewis and the promise of a fast-paced, high-energy offense.
“I wouldn’t say we’re disappointed, but we’re not satisfied, either,” said Ayo Taylor-Dixon, SDSU’s deputy AD for strategic communications and brand advancement. “We know we’ve got a lot of work to do to get to where we want to be.”
Taylor-Dixon projected a 75% renewal rate (it was 82% last year) by the end of the month, when a deadline comes for renewal of seating.
SDSU’s 2024 season-ticket sales totaled 8,755, so only 603 additional ticket packages were sold in the 4 1/2 months leading up to the season opener.
The Aztecs’ goal is to sur last year’s season-ticket figure, but it will be a challenge given they need to sell more than 3,000 additional season-ticket packages to get there.
“We’re going to try some different things once we get through spring to, hopefully, get people back engaged,” Taylor-Dixon said. “The approach is going to be different than last year when we said, ‘Hey, we’ve got a new coach and a new system. Come out and see the difference.’ “
Taylor-Dixon said the marketing team will borrow from the football team’s “earn your colors” theme, which is a nod to bringing renewed pride and dedication to the program following last year’s disappointing 3-9 finish.
“We’re going to tug on a little bit of pride in the community to try to get people out,” Taylor-Dixon said. “We’ll start the push with that campaign in mid-May until we get to early July.”
Taylor-Dixon said multi-prong marketing efforts will involve “the whole kitchen sink,” from email and phone campaigns to digital advertising to meet-and-greets wherever an opportunity presents itself.
The effort includes hosting nearly 100 season-ticket prospects in the Dos Equis Club during Saturday’s AztecFAST Showcase at Snapdragon Stadium.
“Our sales team will meet them and have an opportunity to talk with them and show them seats,” Taylor-Dixon said. “It’s easier to sell season tickets when people take a test drive. You can see it, you can feel it, you can imagine it. … Any time we can get large groups in the stadium that are prospects our team has been talking to, it usually ends up being successful.
“We’re going to use every tool we have to try to be successful and move the needle a little bit.”
SDSU season-ticket sales have decreased each year since Snapdragon opened, from 15,973 in 2022 to 10,718 in 2023 and 8,755 in 2024.
Prices for the 2025 season remain the same as last season, ranging from $200 to $1,200 for the six-game schedule. New season-ticket holders will be on the hook for a “stadium enhancement gift” that ranges from $100 to $1,500, depending on the season-ticket package.
The season opener is Aug. 28 against Stony Brook at Snapdragon Stadium.
AztecFAST Showcase
Fans can get their first glimpse of the 2025 team at Saturday’s showcase event.
ission is free, but fans must have tickets that can be claimed by going to goaztecs.com/sports/football. Fans can get up to six tickets apiece.
Parking is $10 for the event. Snapdragon lots will open at 10:30 a.m. Stadium gates open at noon, with the event scheduled to run from 1-3 p.m.
The format will be different than in previous years.
“Think NFL Pro Bowl skills competition (rather) than an actual practice,” Lewis said.
SDSU’s roster will be divided into 14 teams competing against each other in a round-robin skills tournament. Events will tentatively include games of dodgeball, tic-tac-toe, a relay race, punt/catch, move the mountain and quarterback accuracy.
After the games, the Aztecs will have a 30-minute 7-on-7 session. The event also will include an autograph session.
Notable
Redshirt freshman wide receiver Jason Mitchell is no longer on the roster. Mitchell, who redshirted last season after arriving from Bellflower St. John Bosco High School, had switched from defensive back to wide receiver before spring camp.
