hording the money for the sports budget. Ticket prices have gone up at BYU since joining the BIG 12. Why not make the experience an entertainment extravaganza? Same with basketball. BYU is trying to make the sport experience so electric that even people that aren't that into sports can soak up the atmosphere and come away thinking, "Wow, that was amazing." By making the football and basketball events the talk of the town, you help ensure you get sold-out crowds and you get even more positive coverage on TV. BYU is creating a stronger brand and it will pay dividends for sure.