Illinois football is dropping season ticket prices with a special initiative, the program announced Wednesday evening.

While some programs or teams will capitalize on the momentum of success by raising prices, the Illini are dropping season tickets by an average of 17% throughout Memorial Stadium. Many portions of the stadium will see decreases of more than 35%.

The initiative — called “FamILLy First” — is geared at creating “a strong community around game day at Memorial Stadium.”

“One of the greatest things I have seen since coming to Illinois is the feeling and growth of #famILLy in all areas of our program,” said head coach Bret Bielema via release. “Our roster and our fans are becoming more together every day. With this FamILLy First initiative and new affordable pricing on season tickets, let’s continue to build the numbers for seven famILLy reunions at Memorial Stadium throughout the fall.”

Other benefits for season ticket holders include game day deals on concessions and merchandise and savings on golf rounds at the Atkins Golf Club at the University of Illinois.