Big Ten Yards was designed to elevate pregaming for fanatics of all ages. Each week, a unique superfan experience was curated and programmed to reflect campus culture within a single, all-in-one platform. Like players taking the field, fans were welcomed by a tunnel entrance and authentically geared locker room while a variety of talent and alumni appearances, body painting, photo ops, contests, exclusive giveaways, music and more entertained in a way that connected with die-hard fans.
At 10 different campuses over 13 weeks, tens of thousands made Big Ten Yards a weekly hub of pregame hype. Organically, the grounds became a setting for broadcast cut-ins and features as well as a stage for social media sharing.