Tim Harris, newly appointed CEO and athletic director at UCLA, is implementing changes aimed at improving the university's athletics program. In an interview with the California Post, Harris discussed plans for jersey-patch sponsorships and removing end zone tarps at the Rose Bowl, emphasizing precision in execution and relationship-building. He aims to enhance fan service and increase season ticket holders, currently below 20,000, by addressing issues like long lines and poor concessions. Harris’s approach is rooted in his previous experience with the Lakers, where a focus on retaining and growing current fans led to sustained success.
Written locally by qwen2.5:14b on 2026-09-18,
using this article's own text rather than the other coverage of the
same event (that is the story summary below).
Note: This is the first in a two-part series on new UCLA CEO and athletic director Tim Harris.
asserted
This → note → Harris
Part 2, on Harris’ unexpected move from the Lakers back to his alma mater and his vision for transforming UCLA athletics, will post Sunday.
asserted
Part → transform → athletics
Tim Harris keeps making the news ticker, just like the teams he presides over.
UCLA football pulls away from San Diego State …
asserted
football → keep → State
Tim Harris personally buys 300 tickets for fans to the game.
asserted
Harris → buy → game
The Bruins are set to face Purdue in their Big Ten opener …
asserted
Bruins → set → opener
Tim Harris makes all student tickets free for the rest of the season.
asserted
tickets → make → season
Among other things, UCLA’s new CEO and athletic director told the California Post that he wants to get a jersey-patch sponsorship deal and remove those unsightly end zone tarps at the Rose Bowl.
asserted
he → tell → Bowl
But each of those endeavors has to be executed with precision.
asserted
each → have → precision
Harris isn’t going to take the first jersey-patch proposal that comes along, even though some have been worth as much as $20 million per year.
asserted
some → go → year
“We could get a patch deal today,” Harris told the Post during an exclusive interview while sitting in his third-floor corner office inside the Morgan Center on campus.
uncertain
Harris → get → campus
“We want the right patch deal, right?
asserted
We → want → deal
That’s important.
asserted
That → ’ → ?
It’s finding the right partner who wants to go on a journey with you, who believes in what you’re trying to do.”
asserted
you → find → what
Similarly, Harris isn’t going to remove those tarps just to do so.
asserted
Harris → go → tarps
He’s waiting until attendance continually exceeds the roughly 54,000 capacity that exists with those sprawling tarps in place.
asserted
that → wait → place
That might take a while given that UCLA drew just 31,973 for its home opener against San Diego State.
uncertain
UCLA → take → State
“I would assume that we won’t need them for the USC game – we better not need them,” Harris said, referring to the Nov. 28 rivalry game at the Rose Bowl, “but … it’s when we no longer regularly need them.
asserted
we → assume → them
Getting to that point, Harris said, will require significantly expanding a season ticket-holder base that’s below 20,000.
asserted
that → get → 20,000
That involves removing reasons not to come to games – long lines, bland concessions – and relentlessly serving current customers.
asserted
That → involve → customers
Service is a word that became ingrained in Harris during his lengthy run with the Lakers as their president of business operations.
asserted
that → become → operations
The franchise that has long been a global icon once had a 320-game sellout streak.
asserted
that → have → streak
Serving current fans is easier than finding new ones.
asserted
Serving → serve → ones
“The business model we had was retain and grow,” Harris said, “and that’s where we have to get to.”
asserted
we → have → where
In everything he does, Harris favors an inclusive approach centered on relationship-building.
asserted
Harris → do → building
Athletes, students, sponsors, season ticket-holders, donors and alumni are among the groups he’s trying to serve to put the Bruins on par with the Ohio States and Oregons of the college football world.
asserted
he → try → world
“For UCLA football to be a big-time football program, we need everybody,” said Harris, a onetime goalkeeper for the school’s soccer team.
asserted
Harris → need → team
“So we need to show the Bruin community that we have a plan, that we’re building on a plan that shows them, OK, I understand the direction they’re headed … and are we making
asserted
we → need → direction
you feel welcome to participate in the plan
asserted
you → feel → plan
, have we have we explained the plan clearly so you understand what the opportunity is and then would you like to join us?
asserted
you → explain → us
Maybe Harris’ next move will be devising a slogan – It takes everybody? All in the Den? The new UCLA way? – that reflects his vision.
asserted
that → devise → vision
Admitting students to football, men’s basketball and women’s basketball games for free was something Harris said he wanted to do from his first day on the job late last month.
asserted
he → admit → job
“I just have a philosophical belief that college students are part of the college experience both ways,” Harris said, “meaning this is not a one-way street.”
asserted
this → say → experience
Harris gave an example of a student who supported quarterback Nico Iamaleava at the Rose Bowl running into him in class the next week and sharing a conversation about the game.
asserted
who → give → game
“That’s an important relationship that I think we want to make sure we unlock,” Harris said, “for both the student-athletes and the students.
asserted
Harris → ’ → athletes
Of course, Harris wants to provide accessibility for all segments of the fan base at his alma mater.
asserted
Harris → want → mater
That involves a wide range of options, from budget tickets to premium seats at midfield.
asserted
That → involve → midfield
One thing Harris isn’t willing to do is cheapen the feel of UCLA athletics.
asserted
Harris → do → athletics
“Can I sit on the 50-yard line, 20 rows back, for $25?” Harris asked.
asserted
Harris → sit → 25
“No, because if we do that, then we’re not acting like a big-time football team because big-time football teams don’t charge $25 for seats on the 50.
asserted
teams → do → 50
We want to act like a big-time football team, so what that means is we’re going to offer optionality and then you just choose what fits your budget or need, right?
asserted
what → want → budget
…and 5 more, not listed.
The Aporia
