Bruins fans have waited decades for national relevance. Here’s what UCLA must do to get there.
UCLA football hasn’t been a national force since the late 1990s, when the Bruins went 10-0 before a crushing loss at Miami ended their title hopes. Since then, a carousel of coaches, inconsistent leadership, and empty seats at the Rose Bowl have left one of college football’s most storied programs searching for answers. With the murky waters of the Big Ten now reality, UCLA has no choice but to find its footing fast.
From Karl Dorrell to Chip Kelly to the short-lived DeShaun Foster era, UCLA has cycled through coaches without lasting success. The next hire must be more than a name, it must be a builder who can stabilize the program. As Rick Neuheisel put it: “We just need some great leadership.” Without that, the revolving door continues.
Los Angeles is fertile ground for talent, but USC has owned the city. UCLA lags in NIL support, leaving recruits with little reason to stay home. Donors and administrators must commit to competing in this new landscape, or watch top talent slip away.
The Rose Bowl’s beauty is undeniable, but the location and empty stands are a glaring issue. Crowds once topped 75,000; today, sparse attendance draws criticism from legends like Troy Aikman. If on-campus stadiums are unrealistic, the program needs creative solutions to restore energy and fan pride.
UCLA has the market, the brand, and the history. What it lacks is urgency. If the Bruins align leadership, recruiting power, and fan engagement, they can matter again—this time for good.
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