HURD Premium reaches record highs
Utah State’s student section the HURD has seen a record-setting surge in premium memberships this fall with more than 2,100 students signing up in just the first few weeks of school. That marks a jump of roughly 400 from last year, when about 1,700 students purchased HURD Premium, according to Ben Burdette, USUSA athletics & campus recreation executive director.
The premium package, which costs $30 a year, offers early access to athletic events, concessions and merchandise, including T-shirts and flags. The program has quickly become one of the most visible ways students are connecting with Aggie athletics, according to Burdette.
“We had a goal of breaking 2,000 memberships this year, and we hit it the first week of school,” Burdette said. “That allows us to provide more for the students and give more back.”
The demand was strong enough that the HURD ran out of its initial stock of 1,500 T-shirts on the first day of distribution, forcing a rush reorder. For Burdette, it illustrated both the logistical challenges of growth and the enthusiasm among students.
First-year student and HURD Committee member Eden Rodee said she signed up for the membership after hearing about it from her peer mentor during Connections, Utah State’s orientation program.
“It just seemed like a no-brainer,” she said. “You get the early access for the games, and it’s a really good price for what you’re getting with all the discounts and everything like that. The sporting events are just really fun, and HURD Premium makes it that much more fun.”
The growing energy has already been visible across multiple sports. The HURD helped draw a record 2,027 fans to the USU Soccer game against Utah in August, breaking the previous attendance record at Chuck & Gloria Bell Soccer Field. Volleyball has also sold out home matches, and the student turnout at football games has remained strong despite some concerns about overall attendance.
“I think the athletes recognize the students that are showing up,” Burdette said. “I know the athletics department has. I know we have as a committee, and it’s been really fun to watch.”
Both Burdette and Rodee emphasized the growing role of student support for women’s sports, which have delivered many of Utah State’s recent championships. Burdette pointed to soccer, volleyball and gymnastics as programs that deserve more attention and said he hopes to create a designated student section at gymnastics meets to build the atmosphere.
The USU student section cheers for the women’s soccer team during a match against Weber State.
The push for student attendance goes beyond the traditional big-ticket sports. USU’s women’s soccer program has won back-to-back Mountain West championships and entered this fall as the preseason favorite to repeat. Volleyball, meanwhile, won three straight tiles from 2021–2023, and gymnastics won its first–ever Mountain West title last spring.
Burdette said making sure students know about those accomplishments is key to sustaining turnout.
“Obviously, football and basketball are the biggest sports on people’s radar, but women’s sports are on the rise,” he said. “They’re responsible for many of the trophies here, and showing them support makes a big difference.”
That message has started to resonate. Rodee, who has attended every sports event so far this semester, said the soccer opener stood out not just for the record crowd but also for the atmosphere.
“Everyone was so invested,” she said. “It was really cool to see that kind of support for a women’s sport.”
The sense of community created around HURD Premium has also been a selling point, according to Rodee. Students line up early to secure front-row seats, and Rodee said those pregame gatherings often become social events themselves.
“I’ve had so much fun just waiting in line,” she said. “It didn’t even feel like I was there all day. Getting out to the sporting events is the best way to have the college experience and make friends, so I’ve just been going to everything.”
Beyond athletics, Burdette said one of his priorities is making sure committee members who volunteer their time feel valued for their work.
“No one gets paid or receives special treatment for being on the committee,” he said. “They’re doing it out of love for Aggie athletics, and I want them to know they’re making a difference.”
The surge in demand has marked a new chapter for the HURD, which is drawing levels of student participation in Logan. Premium memberships are selling faster than ever, and the group’s influence is being felt throughout Utah State Athletics, according to Burdette. He said after stepping into the presidency this year, he has had to adapt quickly to the challenges of managing unprecedented growth while keeping the energy high and the tradition strong.
“Students are showing up in record numbers,” Burdette said. “If there’s ever a time to be invested in Aggie athletics, it’s now.”