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Miami Athletics attempting to make basketball games cheaper for Hurricanes faithful

Miami has launched the 'All In Campaign' for men's and women's basketball.
ByPatrick Previty
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Oct 7, 2026; Charlotte, NC, USA; Miami Hurricanes head coach Jai Lucas answers questions from the media during the ACC Tip-Off in Charlotte, NC. Mandatory Credit: Jim Dedmon-Imagn Images
Oct 7, 2026; Charlotte, NC, USA; Miami Hurricanes head coach Jai Lucas answers questions from the media during the ACC Tip-Off in Charlotte, NC. Mandatory Credit: Jim Dedmon-Imagn Images | IMAGN IMAGES via Reuters Connect

Miami Athletics announced the launch of its All In Campaign on Wednesday, a season-long initiative aimed at making men's and women's basketball games at the Watsco Center more affordable and accessible for South Florida fans during the 2026-27 season.

Miami's All In Campaign

The campaign builds on the Canes for South Florida Program, which launched in August and is presented by Amazon. That earlier initiative provides exclusive ticket opportunities for educators, healthcare workers, first responders, military personnel and government employees. The All In Campaign expands the departments accessibility efforts with community-friendly pricing for every home game, including select $10 tickets available for all men's and women's contests.

Fans attending weekday games from Monday through Friday will also have access to a one-hour pregame happy hour with $6 beer and seltzers.

Concession prices at the Watsco Center will include five value options priced under $5: hot dogs for $4, nachos for $3.99, popcorn for $3.99, jumbo pretzels for $3.99 and soda or bottled water for $4.50.

Select games will include family-friendly activations on the concourse or court, along with opportunities for postgame photos with Sebastian the Ibis. Fans who present a game ticket will also receive a 15% discount on merchandise at the Hurricanes Team Store located at the Thesis Hotel complex.

Jesse Marks, a South Florida native and University of Miami alumnus, returned to the school earlier this year as Chief Revenue Officer after previously serving in the same role at Northwestern. He oversees ticketing, premium seating, sponsorships, annual fundraising and arena operations as part of Miami's partnership with Legends Global, which manages the Watsco Center.

The arena has seen attendance fluctuate with on-court results in recent seasons (thank you Jai Lucas), and the new pricing structure is designed to lower the overall cost of attending games for local fans.

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