Ohio State Unveils ‘Tradition Evolved’ Initiative to Enhance Fan Experience at Ohio Stadium Beginning With Massive 2025 Season Enhancements
Ohio State University athletic director Ross Bjork took center stage this week to unveil a sweeping new initiative aimed at reshaping and enhancing the game day experience at Ohio Stadium. Dubbed “Tradition Evolved,” the initiative blends the historic elements of Buckeye football with forward-thinking fan engagement strategies to energize supporters and elevate the atmosphere in one of college football’s most iconic venues. The plan will debut during the highly anticipated 2025 season, with the marquee matchup against Texas on August 30 serving as the launching pad for this next chapter in Buckeye football tradition.
The announcement, delivered with clear enthusiasm and vision, signals a deliberate effort by Bjork and Ohio State leadership to maintain the program’s legendary traditions while also recognizing the evolving expectations of fans. With stadium experiences becoming an increasingly vital component of college athletics, “Tradition Evolved” seeks to ensure that Buckeye Nation not only remains one of the most passionate fanbases in the country but also one of the most engaged and satisfied.
Leading the charge in the new fan experience will be a symbolic and celebratory feature: the introduction of a pregame Victory Bell Ringer. The Victory Bell, a familiar and cherished icon for Ohio State fans that rings out after wins, will now be part of the game day ritual even before kickoff. Each week, a distinguished Buckeye alumnus or figure will ring the bell prior to the game, uniting the crowd and igniting excitement. Fittingly, the honor of ringing the bell in Week 1 against Texas will go to two-time Heisman Trophy winner and Ohio State legend Archie Griffin. His participation sets a powerful tone for the season, connecting Buckeye fans past and present in a show of shared pride and legacy.
Beyond the ceremonial, “Tradition Evolved” will also provide tangible items that fans can take home and wave with pride. For the Texas game, over 100,000 towels—dubbed simply “The Towel”—will be distributed to fans in the stadium. These white towels, expected to be emblazoned with Ohio State branding, will create a visual sea of energy across the stands. Following the game, “The Towel” will be made available for purchase, giving fans a lasting keepsake and reinforcing a new gameday ritual. It’s a subtle but strategic move, designed to unify the crowd’s energy and create a visually striking and nationally recognizable tradition.
Color coordination will also take center stage with three themed “color outs” planned for the 2025 season. The Scarlet the Shoe game against Texas will kick off the year with a full-stadium red-out, uniting fans in the program’s signature color and amplifying home-field advantage. Two more games will follow suit with unique themes: the Helmet Stripe Game on September 13 against Ohio, where alternating red and white sections will create a striped visual effect resembling the Buckeye helmet design, and a Black Out against Penn State on November 1, which will allow fans to lean into Ohio State’s sleek black alternate look. These games are expected to be promoted heavily in advance, with fans encouraged to dress accordingly, and merchandise aligned to support participation.
In a move that affects one of the most cherished components of the Ohio State gameday tradition, The Best Damn Band in the Land (TBDBITL) will see a change in positioning. The band, long a fixture in the South Stands and the heart of many game day rituals, will now take up residence in the North end zone. The decision is aimed at optimizing the sound and presence of the band throughout the stadium, allowing their music and energy to reach fans more evenly across the bowl. While the change may initially raise eyebrows from tradition-focused fans, the university is confident that the new location will improve the acoustic reach and visibility of TBDBITL, further energizing the entire venue. The move also supports Bjork’s broader goals of innovation without sacrificing core traditions.
Yet, perhaps the most innovative piece of the “Tradition Evolved” initiative is the introduction of digital engagement through Virtual Buckeye Leafs. Fans will now be able to earn virtual leaf stickers—an homage to the helmet stickers awarded to players—based on their engagement during games. Using mobile technology, Ohio State will track crowd noise levels and reward the most vocal and enthusiastic fans. These Virtual Buckeye Leafs will appear in a digital app experience and can potentially be tied to real-world rewards, recognition, or future interactions. The initiative encourages fan participation on a deeper level, effectively gamifying the stadium experience and rewarding the passion that Buckeye fans are already known for.
Bjork emphasized that “Tradition Evolved” is not about replacing the past but enhancing it. “What makes Ohio State special is the sense of community, of legacy, of pride,” he said during the announcement. “But we also have a responsibility to grow with our fans. They expect more from their experience—more engagement, more entertainment, and more opportunities to show their Buckeye pride. That’s what Tradition Evolved is all about.” His comments reflect a recognition of changing fan dynamics across college sports, where programs must now compete not just with each other on the field, but with at-home viewing experiences that are increasingly sophisticated and comfortable.
The announcement comes at a pivotal time for Ohio State athletics, as it enters a new era of leadership under Bjork following his move from Texas A&M. He brings with him a reputation for innovation, fan-first thinking, and strategic modernization—all of which are evident in the design of “Tradition Evolved.” The initiative has been months in the making, with input from fans, alumni, student groups, and gameday operations teams.
Though the 2025 season is still months away, the planning and preparation are already underway. Marketing campaigns for the three color-out games will begin in the winter, and fans will be able to pre-order matching gear to participate fully. TBDBITL is reportedly already rehearsing with new stadium acoustics in mind, and the athletics department is finalizing technology partnerships to bring the Virtual Buckeye Leafs to life.
The rollout of “The Towel” is being treated as a major event. Special edition towels are expected to be designed not just for Texas, but possibly for future key matchups, creating a collector’s series that could be as emotionally resonant as any jersey or program. The Texas game is already one of the most anticipated openers in recent Ohio State history, and with these additions, the fan experience may rival anything seen in the nation.
Of course, with change comes scrutiny. Some traditionalists have expressed hesitation, particularly about moving TBDBITL. But the athletic department has taken steps to address concerns, including engaging alumni, surveying season ticket holders, and working closely with the marching band’s leadership to ensure the spirit of their performances remains undiminished.
Ohio Stadium, affectionately known as “The Horseshoe,” has long been a cathedral of college football. Its traditions—from Script Ohio to Carmen Ohio—are etched into the sport’s cultural fabric. What “Tradition Evolved” offers is a chance to deepen those traditions, to create new memories while honoring the old. It’s a plan built not on reinvention, but on elevation. And in a time when many programs are struggling to fill seats or connect with younger fans, Ohio State is choosing to lead.
The university is betting that experiences matter—that what fans see, hear, and feel on Saturdays can be as vital to the program’s strength as wins and losses. From a ringing bell to a waving towel, from a virtual sticker to a visual blackout, the sum of these parts tells a singular story: Ohio State is not just holding on to its traditions; it’s bringing them to life in new and meaningful ways.
As Buckeye fans circle the date on their calendars for that massive opening showdown against Texas, they’re also preparing for something more than a game. They’re preparing for an experience. One where every moment, every sound, and every movement is part of something bigger. Something evolved. Something unmistakably Ohio State.
