The University of Iowa is offering a year's worth of free tuition to five randomly selected students who've purchased season tickets for the 2014 football season.
The move is designed to boost a sharp decline in student sales since 2012.
The Hawkeyes have seen those numbers drop from 10,000 to roughly 7,000 in less than two years, and any unsold season tickets allotted to students will be made to the general public as well on Friday.
Iowa says the free tuition package is worth roughly $8,000.
The award can also be used to cover fees, books and related supplies for the upcoming fall and spring semesters.
The Hawkeyes, who rank among the favorites to win the new Big Ten West, open on Aug. 30 against Northern Iowa.