Baylor Athletics’ changes to make the BU fan experience ‘more vibrant & accessible’

March 4, 2026 // Posted In Alumni, Athletics

A Baylor wide receiver makes a jumping catch in front of a large Baylor crowd

Three months ago, Baylor Director of Athletics Doug McNamee (BA ’03, MSED ’05) made it clear at his introduction as AD that improving the fan experience would be an immediate priority.

True to his word, McNamee and Baylor Athletics this spring have rolled out a series of “Fan First” announcements aimed at “making the fan experience more vibrant and gamedays more accessible.” Baylor football fans this fall will find significant changes to the gameday experience, including:

A more affordable and more flexible tailgating experience;
Reduced concessions prices on staples like soft drinks, hot dogs and popcorn;
New signature menu items, such as the Bear Claw (topped with cinnamon and a green-and-gold glaze);
A longer, more fan-centered Bear Walk before each game;
Designated stroller parking areas for families with young children; and
Pre-game concerts in the Baylor Backyard tailgate area before every game.

“There are so many great opportunities afforded to me by being in this job,” McNamee said in a video message to the Baylor Family. “Possibly the most joy comes from helping to create those memories, those unforgettables, for the next generation — just like I experienced three decades ago… Our commitment to you, the fan, is to ignite and fuel the excitement and pride that Baylor gamedays belong to all of us.”

Bear fans’ first taste of the “Fan First Era” will come April 25, when McLane Stadium hosts Baylor Fan Fest 2026. This free event, centered around an open Baylor Football practice, will feature live music, local food trucks, interactive experiences for fans of all ages, and a Youth Skills Combine for pre-registered students in grades 3-8.

Then, attention turns to the 2026 season, which kicks off September 5 in Atlanta against Auburn, followed by home games against Prairie View A&M and Louisiana Tech. The rest of the home schedule includes Big 12 foes Colorado, TCU, Iowa State and Texas Tech. Season tickets are on sale now.

See you at McLane this fall!

Sic ’em, Bears!