The Fan First Era Is Here
In the ever-evolving landscape of collegiate athletics, Baylor is doubling down on its most vital asset: fans. Under the leadership of Vice President and Director of Intercollegiate Athletics Doug McNamee, B.A. ’03, M.S.Ed. ’05, the Fan First Era has officially arrived.
“In this era of college athletics, it seems every constituency is considered a priority except the fans, and that is a mistake,” McNamee said. “We will ensure you have a real seat at the table as we shape the future together. After all, Baylor game days belong to all of us.”
The common sense refocusing of priorities signals a shift toward accessibility, affordability and the unique traditions that bind the Baylor Family together.
Here are the highlights of this transformative chapter in Baylor Athletics:
Tailgating and Baylor Backyard Live
Tailgating is back in house and brings the individuality and comfort of your own backyard to the banks of the Brazos to ignite and fuel the excitement of Saturdays at McLane Stadium. The “Baylor Backyard” serves as the new heartbeat of pre-game activity, featuring live concerts before every home game as part of the Baylor Backyard Live concert series. Expanded, flexible tailgating options welcome everyone from Baylor alumni to first-time visitors.
The Original Bear Walk
Tradition meets increased engagement with the lengthening of the Bear Walk. This adjustment allows more fans to line the path and cheer on the team as they arrive at McLane Stadium, creating what McNamee calls “those unforgettables for the next generation.”
New Look, Low Price Concessions
In a move to make McLane Stadium more family-friendly, Baylor has introduced the lowest concession prices in the Big 12. These “254 Classics” include $2 popcorn, $2 fountain drinks, $4 hot dogs, $5 nachos and an $18.45 Baylor Bear Family Pack with four hot dogs, drinks and chips. This initiative, made possible by the generosity of Baylor families, ensures that a day at the stadium doesn’t break the bank. This fall season also introduces a menu of signature items, including “Bear Claws,” oversized pastries with green-and-gold glaze, and the “Baylor Line Dog,” an all-beef hot dog topped with Texas chow chow, queso and chicharrones.
Family First Stroller Parking
Bringing a touch of the magic and welcoming spirit of Disney theme parks, Baylor is adding designated stroller parking areas at select McLane Stadium gate entrances, creating a more convenient experience for families with young children. Baylor game days are meant to be shared across generations. This addition is one more step toward creating an environment where every fan — especially our youngest — feels right at home in the heart of the Baylor Family.
Fan Fest 2026
The Fan First Era kicked off with a massive, free community event at McLane Stadium. The inaugural Fan Fest, presented by McLane Children’s, featured an open football practice, a “Youth Skills Combine” for students in grades 3-8, on-stage interviews, a BBQ cookoff, Food Truck Blvd., Kid Zone, cornhole tournament and live music from the Sloppy Joe Band — another way to show that the Fan First Era is about community connection.
As Baylor Athletics enters a new era, the fans return as the priority and motivation of the game day experience. Through these initiatives, the University is ensuring that the spirit of the Baylor Line continues to grow, one unforgettable game day at a time.
For more information on the Fan First Era, visit baylorbears.com.