The University of Oregon now offers fans a novel experience with the scratch-and-sniff football ticket. Other universities have sold stadium naming rights or team uniform rights, while Oregon has smelling rights. Previous ticket designs have added texture, foil, and holographs. Now, with the addition of smell, a new sense is engaged. "We wanted to have a sense of Autzen Stadium," says Oregon senior associate athletic director Craig Pintens. "We realized we didn't have a signature smell of Autzen Stadium." For now, tickets will smell like freshly-baked buns, which sports marketing blogger Joe Favorito says is "something which can easily be turned into a promo in and around home games for those looking for some tailgating or pre- and post-game snacks." Perhaps future tickets will offer a taste, or a talking microchip enticing fans to the concession stands. In the football season beginning in August, Oregon football tickets will have a scratch-and-sniff option sponsored by Carl's Jr. "One of the hallmarks of the University of Oregon is, we do set trends," Pintens notes. "I'm sure there will be all kinds of different smells in college football tickets next year."