The expansion of the College Football Playoff from four to 12 teams in 2024 helped catapult Boise State football back into the national spotlight. Despite 27 consecutive winning seasons, the Broncos haven’t had a shot at a national title since the early 2010s due to previous playoff systems favoring Power 5 schools.
After the NCAA moved away from the Bowl Championship Series system in 2014, the four-team College Football Playoff was implemented. Once the CFP was expanded to 12 teams in 2024, the Broncos were once again national contenders.
The Broncos’ reemergence into national prominence in football is part of a larger rise in culture, spirit and energy throughout the Broncos fan base. Members of Bronco Nation have expressed unwavering support and dedication for Boise State Athletics for decades, but recent success on the blue turf has generated large-scale media attention and revenue, elevating the national identity of Boise State.
“There’s continued momentum right now,” Deputy Athletic Director of External Affairs Cody Gougler said of the university’s growing identity. “Momentum generates culture, alignment and excitement which ultimately generates sustainable success.”
The momentum is attributed to the Broncos’ recent athletic success, with the football team qualifying for the College Football Playoff last year; the historic season of running back Ashton Jeanty and basketball capturing three consecutive NCAA Tournament berths from 2022-2024.
Another leading factor behind the love the Broncos have been receiving, Gougler noted, is the Boise community’s interest in rooting for the underdog.
“The main reason why people love Boise State is because we punch above our weight,” Gougler said. “Fans appreciate the value of an underdog.”
Boise State Athletics’ “blue collar mentality” is what pushed the university to have an economic impact of over $300 million for the state of Idaho, as a result of merchandise sales, TV deals, and ticket sales, according to a recent study completed by the university.
In 2024, Boise State football averaged 37,114 fans per game, sold out every home game and set the Albertsons Stadium attendance record on Sept. 28 against Washington State with an attendance of 37,711.
Additionally, Boise State Athletics had over 237 million social media impressions during the 2024-25 academic year. Over the past decade, there’s no question that social media has made a huge impact on college athletics. Teams’ abilities to connect with fans and bring them entertaining content in addition to updates on the team and statistics have proven fruitful.
Social media is part of the larger Name, Image and Likeness renaissance that college athletics have seen over the past four years. Since the NCAA adopted a new NIL policy on July 1, 2021, college recruiting has endured a massive shift in culture. Money has become a larger consideration when it comes to athletes choosing where they want to go.
College athletes also have a renewed desire to be marketable. Seeking NIL deals their school can acquire for them as a way to generate revenue, this has led to what many consider to be disparities between universities. Increased revenue from Group of 5 schools like Boise State can help close this gap.
“When you look at things like engagement, revenue generation, success on the field and in the classroom, our blue-collar identity is why we continue to have success,” Gougler said. “We understand that we represent something much bigger than just Boise State Athletics. We’re the front porch of the entire state.”
As Jeremiah Dickey took over as athletic director in 2021, Boise State Athletics launched the What’s Next initiative. Gougler describes it as their “strategic vision for the department in how [Boise State Athletics will] drive success through [strategic] business goals.”
The What’s Next 2.0 initiative was launched in early August. The updated initiative focuses on four pillars: Infrastructure, revenue generation, marketability and the Bronco Experience. The primary goal of this project is to provide a championship-level experience to every student-athlete, coach and staff.
“The last couple of years the school has done a much better job of promoting the team and selling tickets and getting people into the stadium,” Boise State football play-by-play announcer Bob Behler said. “People have really gravitated to the personalities on the team as well.”
Running back Ashton Jeanty was named a Heisman Trophy finalist in 2024 and set school records in rushing yards (2,601), rushing touchdowns (29) and rushing attempts (374). On top of his success on the field, his dancing videos on TikTok, which he often included teammates in, drew fans closer to the personal side of the players, giving fans the opportunity to see them as fun, personable college kids as opposed to surface-level athletes.
“I travel to all the away games and it’s not even close in terms of whose fans are turning out and making more noise than the other teams’ fans,” Behler said. “The fans have always been there for their team, and that’s one of the biggest reasons why Boise State has been good over the years.”
The love and support of Bronco Nation were on full display during the rushing of the field at Albertsons Stadium after the Broncos won the 2024 Mountain West Championship. Students and fans knocked down barricades and flooded the blue turf for the trophy ceremony. Some students went as far as taking down one of the goalposts, walking it all the way to the Boise River and throwing it into the water.
“Rushing the field with everyone was an unreal feeling,” Boise State student Cole Abbott said. “After the game, it was crazy seeing Barstool Sports post videos of kids throwing the goalpost in the water. When I saw videos of Post Malone at the game and at the bars downtown after the game, I thought to myself, ‘wow, we’re really back in the spotlight.”
