West Virginia University is bringing back its Fan First concession program for the 2026 football season, promising lower prices on some of the most popular stadium snacks.
What fans can expect at the concession stand
Popcorn, fountain drinks and small bottled water will each be priced at $3, while a classic pepperoni roll will cost $3.50, a noticeable dip from previous rates.
Season ticket holders receive an additional 10 percent off their first order and a 20 percent discount on a single item, thanks to a special Coca‑Cola promotion.
The discounts will debut at the opening home game, when the Mountaineers host the Coastal Carolina Chanticleers, kicking off at noon in Morgantown.
Why the pricing shift matters
University officials say the new structure is designed to make game‑day experiences more affordable, especially for fans who attend multiple games throughout the season.
By lowering the cost of basic concessions, WVU hopes to encourage greater attendance and keep the focus on the on‑field action rather than the price of a snack.
The initiative reflects a broader trend across college stadiums to revisit pricing models in response to fan feedback and economic pressures.