Don Canham AD at Michigan eons ago gave away tickets to HS teams, bands, civic organizations to put fannys in the seats in a precursor to the Big House. Canham recognized as the GrandFather of the modern AD as businessman(Wolverine Sports also)I doubt this is accurate, but if it were, I would entirely agree with the concept. Empty seats, degrade the athlete experience, the fan experience, and the reputation of the school. I see very little point in not filling them anyway you can. That said, you have to respect your season, tickets holders who are the lifeblood of your program by giving them first shot at those tickets, plus a lot of other perks.