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The Ohio State Buckeyes have long stood as one of the most iconic programs in college athletics, with a gameday atmosphere that pulses with energy, passion, and pageantry. From the iconic “Script Ohio” to the thunderous cheers inside Ohio Stadium, every Saturday in Columbus has been steeped in traditions that are as much a part of the Buckeye identity as the scarlet and gray colors themselves. But now, under the leadership of new athletic director Ross Bjork, the program is taking a bold step forward with a sweeping new initiative titled “Tradition Evolved,” aimed at reimagining and enhancing the Buckeye gameday experience while preserving the timeless rituals that define it.
Ross Bjork’s arrival at Ohio State marked the beginning of a new era for the university’s athletic department. Coming from Texas A\&M with a reputation as a visionary leader with a strong grasp of modern fan engagement, Bjork was hired not just to maintain Ohio State’s excellence but to elevate it. Almost immediately, he set his sights on the Buckeye gameday atmosphere, understanding that the modern sports fan craves more than just wins—they crave immersive, memorable, and unique experiences. With Tradition Evolved, Bjork is attempting to balance reverence for Ohio State’s storied past with a forward-thinking approach that taps into cutting-edge technology, entertainment, and fan interaction.
At the heart of Tradition Evolved is a commitment to making gameday at Ohio Stadium more than just a game—it’s a spectacle. This means enhanced pregame festivities, upgraded stadium amenities, and a more robust fan engagement strategy that begins well before kickoff and continues long after the final whistle. The initiative includes digital enhancements such as augmented reality features within the Ohio State mobile app, allowing fans to explore interactive content, behind-the-scenes access, and immersive storytelling that brings Buckeye history and player profiles to life in vivid new ways.
One of the most noticeable changes fans will see right away is in the pregame buildup. The Walk to the Stadium, where the team makes its way from the Blackwell Inn to the Horseshoe, will be reimagined with more organized fan zones, a live DJ, former players signing autographs, and interactive activities for kids and families. Bjork believes that transforming the lead-up to kickoff into a festival-like experience will not only draw fans earlier but also deepen their emotional connection to the team and the university.
Within Ohio Stadium, several upgrades are being introduced. While the tradition of the Ohio State Marching Band and the hallowed entrance of the team remain untouched, everything surrounding those moments will be infused with new energy. The sound system has been upgraded for a more dynamic audio experience. LED lighting enhancements will allow for dramatic in-game effects, especially during night games. A new field-level fan section will be introduced, allowing select fans to get even closer to the action, mirroring some of the more intimate experiences seen in professional stadiums.
Bjork has also emphasized that Tradition Evolved isn’t just about spectacle—it’s about inclusivity and connection. The initiative includes expanded programming for former players and alumni, with the goal of making each game a kind of reunion that showcases the generational depth of Buckeye football. From dedicated alumni tailgates to on-field recognitions and video tributes, the past will be proudly on display, even as the program embraces the future. Fans from every era will be invited to see themselves as part of the ongoing Buckeye story.
One of the most innovative aspects of the initiative is the Buckeye Legends Lounge, a new premium hospitality experience that will be rolled out in phases. Located near the south end zone, this VIP area will feature appearances from Ohio State legends, premium food and beverage options, and live interviews with players and coaches. It’s part of a broader trend in college football to introduce NFL-style luxury experiences, but with a uniquely Ohio State twist. Bjork’s vision is clear: the Buckeye brand is elite, and its facilities and experiences should reflect that standard.
Additionally, the student section—always a vital part of the Buckeye gameday engine—is receiving focused attention. New incentives for student attendance, including exclusive giveaways, early access to the stadium, and gameday themes like blackout nights or scarlet outs, are being introduced. A new student leadership council has also been formed to offer direct input into gameday programming, ensuring the next generation of Buckeye fans feels heard and represented. Bjork has stressed that no group is more important to the gameday experience than the students, and Tradition Evolved aims to make their presence louder and more visible than ever.
Beyond the stadium walls, Tradition Evolved is expanding the gameday footprint to the surrounding campus and downtown Columbus area. Satellite viewing areas with large screens, food trucks, live music, and merchandise vendors will be set up to create an all-day, citywide celebration. The idea is to transform gameday into a civic event, something that unites not just the student body and alumni base but the entire community. Bjork has partnered with local businesses and city leaders to ensure that gameday brings economic and cultural benefits that ripple far beyond the field.
Perhaps most notably, Bjork is emphasizing sustainability and accessibility as key components of the new experience. Electric shuttle buses will be introduced to transport fans from parking areas to the stadium, reducing traffic and emissions. More ADA-friendly seating options and services are being added throughout the stadium. And in partnership with tech companies, Ohio State is exploring wearable devices and smart tickets that streamline entry, concessions, and merchandise purchases, all while collecting data that will help continually improve the fan experience.
What makes Tradition Evolved particularly compelling is its philosophical core. Bjork is not attempting to replace the cherished traditions that have made Ohio State gamedays legendary. Instead, he is trying to amplify them—to wrap them in a modern shell that speaks to the changing expectations of fans while honoring the rich cultural and historical threads that bind generations of Buckeyes together. This dual approach is what gives the initiative its strength. It’s not about erasing the past; it’s about building upon it with reverence and imagination.
As Ohio State prepares for the 2025 season, the unveiling of Tradition Evolved comes at a time when competition for fan attention has never been fiercer. With the rise of streaming, the comfort of home-viewing, and the costs associated with in-person attendance, college programs across the country are being forced to rethink how they deliver value to their fans. Bjork’s strategy positions Ohio State not just to compete, but to lead. By investing in fan experience, technology, and community connection, the Buckeyes are setting a new standard—one that other programs will undoubtedly seek to emulate.
Ross Bjork has said that Tradition Evolved will continue to grow and adapt over time. It’s not a one-time rollout, but a living initiative that will respond to fan feedback, emerging technologies, and cultural shifts. Already, plans are in place for virtual reality experiences, drone shows, expanded NIL fan activations, and international alumni engagement events. This constant evolution is part of what makes the initiative so ambitious. It’s not about checking a box—it’s about reshaping what college football can be in the modern age.
In the end, the success of Tradition Evolved won’t be measured solely by the bells and whistles. It will be judged by whether fans—students, alumni, families, and first-timers alike—walk away from their Ohio State gameday experience feeling something deeper. Feeling that electric connection to a team, a school, a community. Feeling that their traditions were respected, and their expectations exceeded. That’s the ultimate goal for Ross Bjork and his team: to create something that feels both timeless and timely, rooted in Buckeye pride yet wide open to the possibilities of tomorrow.
If Tradition Evolved lives up to its promise, Ohio State won’t just be leading on the field. It will be leading the nation in how college football is celebrated, experienced, and remembered. And for a fanbase that already believes in excellence, that vision is as powerful and compelling as the roar of the Horseshoe on a crisp autumn afternoon.
