UNC boasts football ticket sales growth, expresses commitment to ‘Belichick era’
The University of North Carolina hired Bill Belichick to elevate its football program and national profile. School leadership says it’s already seeing a return.
UNC already sold out of its allotment of 20,000 season tickets, despite increasing the price 25% from last year. The university has to hold a certain number of tickets for faculty, students and the visiting team, and any remaining ones will be sold as individual game tickets. If demand remains high or continues to increase, they can figure out a way to increase the number or create more premium seats with additional amenities.
Athletic Director Bubba Cunningham said on Friday the program sold out individual games in 2024 but did not sell out of season tickets.
“It’s been the most significant uptick we’ve ever had,” Cunningham said last week. “We think that the investment we’re making in the program itself will more than repay itself through those increases.”
Rick Barakat, chief revenue officer for the athletic department, told the school’s Board of Trustees on Wednesday the football program in the “Belichick era” is up roughly 35% year over year. The athletic department expects to be up 50% once it begins individual game ticket sales.
Additionally, the university is seeing growth at “our highest levels ever,” Barakat said, in its sales of premium areas. The Touchdown Club sales for seating behind the end zone is up 80%. The upper club “Blue Zone,” which is the most premium offering, is nearing sellout and up 20%. Terrace seating is sold out for the season, which Barakat said is an increase of 100% from what the program sold last season.
“We’re feeling really good about where we are on ticket sales,” Barakat said.
Chancellor Lee Roberts said UNC hired Belichick to “bring Carolina football to another level.”
UNC committed to spending more than $50 million annually on salaries alone. Belichick’s contract is worth $10 million per year. The school promised $10 million for his staff, $5.3 million for a general manager and front office staff, and $13 million in revenue sharing funds to obtain players.
University leaders say its return on investment is clear in the growth of ticket sales, marketing and interest in the program. Cunningham said believe football will generate “significantly more” money in 2025, between the higher fee for season tickets, new parking fee structure, sponsorship value for multimedia rights — such as signage in the stadium and broadcast advertisements — and ACC revenue distribution.
The school is aggressively seeking sponsorship and marketing opportunities, including seeking a sponsor for naming rights at Kenan Stadium, to fund its additional sports. Twenty-six of its 28 varsity programs earned spots in their respective postseason tournaments.
“We’re delighted about all the attention being paid to Carolina football,” Roberts added, “and we’re excited to see the season.”
The conversation about Carolina football, however, has not always been about the product on the field. UNC was thrust into the spotlight, and has faced scrutiny, due to Belichick’s “personal and professional” relationship with Jordon Hudson.
Carolina representatives say Hudson, Belichick’s girlfriend, manages non-UNC business, despite being copied on official university communications. She is not an employee or contracted vendor for the program.
Roberts on Thursday declined to delve into the topic when asked about Belichick, Hudson and any impact reporting on the couple had on the institution’s reputation.
“We think Coach Belichick is off to a phenomenal start,” Roberts said. “He’s done a terrific job recruiting, both out of high school and through the transfer portal. He’s built an excellent staff. We’re excited for the season opener in Kenan Stadium on Sept. 1. He put out a statement a couple of weeks ago that I thought was cogent. I don’t have anything to add to that.”
Belichick’s first college team ranks No. 29 in the 247Sports overall recruiting rankings, which includes freshmen and transfers. It ranks No. 9 in the transfer rankings, however, it has experienced plenty of movement. Kicker Adam Samaha (Michigan) and quarterback Ryan Browne (Purdue) both committed to the program after Belichick’s hire and participated in spring practices. They re-entered the portal this spring.
Since spring practice ended, the Tar Heels have added quarterback Gio Lopez from South Alabama and linebacker Andrew Simpson of Boise State, among others, via the transfer portal.
Carolina opens its season against TCU at 8 p.m. Sept. 1.
Higher education reporter Korie Dean contributed to this report.
This story was originally published May 22, 2025 at 2:00 PM.
