I think this has been going on for a long time. Going back to my Freshman year at UW, 2005-2006, a friend had tickets in the 300-level and I frequently bought them off of him. Back then you had the same seats for every game. The upper level was rarely more than 1/3 full for those games. Even the #7 WI vs. #2 Pittsburgh game had tons of empty seats. When they changed to the "first come, first serve" policy, the empty seats became more obvious, but they had been there for a long time already. Last year, the whole 300-level was empty for many important conference games such as Michigan and Illinois. I think they could easily fill the student section for every game if they wanted to. The problem is bad policy. UW-Athletics has been very reluctant to institute "rewards" systems like Michigan State has done. Students who show up on time and go to the boring non-conference games should get rewarded with seats for the big games. There were probably 20,000 students that wanted to go to the Duke game last year, so make the students earn the rights to buy the Duke tickets by giving them to the ones who show up to the other games. Make them scan their IDs in the second half as well to make sure they stick around for the whole game. I think this will also discourage scalping since people will be reluctant to sell their tickets if that had to sit though other games to earn them. The bad non-conference games should be available to any student, first come, first serve. The top games would be sold preferentially based on attendance at the games in November and December. They also need to implement other ways to make the student section fun/interesting. Football has "Jump Around" which makes the games fun and interesting for those who are not hardcore football fans. There should be contests and promotions, t-shirt tosses, and a public relations campaign to re-energize the student section. They can hire cheap student employees to do the promoting. Contests could be held for those that come up with the best cheers and for the craziest students. Yeah, you could blame the students, but it isn't 100% their fault that UW athletics does nothing to make the student section fun or interesting. All the focus is on the game, which just doesn't work when you play so many bad opponents.