The University at Buffalo has helped fuel anticipation for the 2010 season with a five-word message: "Be the next Bull In!"

But how are those expectations translating in 2010 football season ticket sales? Are UB fans ready to spend at the ticket window?

Anucha Browne Sanders, UB's senior associate athletic director for marketing, said the Bulls are on par with last year's pace in season ticket book sales. Browne Sanders could not disclose the exact number, but noted the program is happy with the current sales.

"I think toward the middle of August, we're going to have a pretty good snapshot of how we're set for the entire season," she said. "The state of our sales are strong and people are excited about the reinvigoration about our program due to the hiring of coach [Jeff] Quinn. I think individual ticket sales are going to be really strong for this season."

UB fans, nevertheless, have proven to be a fickle bunch when it comes to the turnstiles. Traditionally UB draws well for its home opener -- generally in the 20,000 range -- before attendance begins to dwindle. The Bulls opened the 2009 season at UB Stadium against Pittsburgh and drew 21,870 but ended the season against Ohio with 13,032.

The Bulls finished a disappointing 5-7 and in six home games they averaged 15,959. In 2008 when UB won its first Mid-American Conference championship, the Bulls averaged only 16,924 in attendance. So UB has to be creative when it comes to putting fans in the seats.

UB locked in a considerable number of season tickets last year because it gave fans an opportunity to place a deposit for 2010 seats.

"We had a small increase, $2 a ticket, and it really has not impacted us at all in terms of ticket sales," Browne Sanders said. "Right now ticket sales continue to be strong."

UB is also offering different ticket packages. For example, fans can purchase a package for the two weekday games -- Thursday, Sept. 2 vs. Rhode Island and Friday, Nov. 12 vs. Ball State.

"We have really given people options," Browne Sanders said.

The marketing department has a diverse blend in terms of media buying.

"We're doing a lot more cable advertising and digital and web based advertising," Browne Sanders said. "On the radio side we're looking across stations from country music to R&B and hip hop. One of the things I like to see is more people coming out to games of different mixes so we've been deliberate in terms of where we place our media mix."

rmckissic@buffnews.comnull