Axios D.C. PM
September 18, 2026
1 big thing: 📣 Party like Maryland students
Ever wish you could relive your college days? That's not just the plot of "Old School." It's the idea behind the new Terp Tank at Maryland's SECU Stadium.
- A block of 900 lower-level seats is now reserved for "the loudest and most passionate" football fans.
Why it matters: Maryland's athletic department is revamping the game-day experience in a bid to boost football revenue.
How it works: Season tickets for the Terp Tank cost $192 for general admission access to all seven home games.
- The "high-energy" seats in section 106 encourage fans to get rowdy with coordinated chants, special merch and surprise guests.
- "We need you to be an extension of the student section," Joe LaBue, deputy athletic director and chief revenue officer, tells Axios.
- A red dunk tank overlooking the field will be part of the shenanigans.
Between the lines: Maryland began upgrading the fan experience at football games last year, when former Atlanta Braves executive James E. Smith came on as athletic director.
- Last fall, Maryland launched Terpsville Fan Fest, a free pregame event with inflatables, games and photo ops.
- This year, it's improving stadium parking and traffic and adding 50 TVs to the concourse.
By the numbers: Maryland drew 13% more fans to SECU Stadium in 2025, averaging 40,765 per game — about 88% of capacity.
- The Terps sold out three games last year, against Washington, Indiana and Michigan.
The goal: Sell out every home game, LaBue says, in part by making the Terp Tank look like a blast.
- "It's for a specific fan," LaBue tells Axios, "someone that wants to come in here and just have fun, let loose, go crazy, stand up, high-five. You know the camera is going to be on you."
Reality check: Maryland has a long way to go compared with its Big Ten peers.
- According to fiscal year 2025 financial reports obtained by The Athletic, Maryland ranked last in the 16-school league in athletic department revenue ($124 million) and football ticket revenue ($5 million).
- In each of the past two seasons, Maryland went 4-8 — and 1-8 in conference play.
"The wins and losses are important … but it's not everything," LaBue says. "That's a lazy take."
- "We're a Big Ten school in a major media market," he adds. "We matter."
3. Catch up quick: 🏛️ Arch rival
