Florida State Coach Buys 500 Beers for Fans, Jokes About Checking Account

Luke Loucks hopes to build home-court advantage for Seminoles basketball

Published on Feb. 12, 2026

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In an effort to bring in a rowdy home crowd for Florida State's game against No. 15 Virginia, head coach Luke Loucks declared he would pay for the first 500 beers purchased by fans at the game. Loucks held up his end of the bargain, though he joked that his wife may not be too happy about the impact on their checking account. The Seminoles ultimately fell 61-58, but Loucks was thankful for the fans' support and energetic atmosphere, even if it came at a personal cost.

Why it matters

Loucks is in his first year as Florida State's head coach and is working to rebuild the program and its fan engagement. Providing free beer was an unconventional tactic, but one Loucks felt was necessary to draw a large and enthusiastic crowd to support the team, even though they are not currently a top 25 program.

The details

Loucks bought 500 beers for fans attending the game against Virginia, a gesture that packed the Tucker Center and created a lively atmosphere, though Florida State ultimately lost the close game 61-58. Loucks acknowledged his wife may not be pleased with the impact on their personal finances, joking 'Someone yelled at me when I was walking into halftime that we need to do this every game. I don't think my wife would agree with that when she checks our checking account.'

  • The game against No. 15 Virginia took place on Tuesday, February 12, 2026.

The players

Luke Loucks

The head coach of the Florida State Seminoles men's basketball team, who is in his debut season leading the program after previously serving as an NBA assistant coach from 2016-2025.

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What they’re saying

“I hope they had a good time. Someone yelled at me when I was walking into halftime that we need to do this every game. I don't think my wife would agree with that when she checks our checking account.”

— Luke Loucks, Head Coach, Florida State Seminoles (on3.com)

“When you're building a program, everyone has to step up in different ways and sometimes entice people to come to the games whe we're not a top 25 team.”

— Luke Loucks, Head Coach, Florida State Seminoles (on3.com)

“This town respects winning. When you win, the fans show up, and when they show up, this is one of the best atmospheres in college basketball. I've experienced that as a player.”

— Luke Loucks, Head Coach, Florida State Seminoles (on3.com)

“We're here to win championships, and that's what fans want, and that's what they should want. That should be what we're all driving for.”

— Luke Loucks, Head Coach, Florida State Seminoles (on3.com)

What’s next

Loucks will continue working to build excitement and engagement around Florida State basketball, though he may need to find more cost-effective ways to attract fans than buying hundreds of beers.

The takeaway

Luke Loucks' unconventional tactic of buying 500 beers for fans highlights the challenges new coaches face in rebuilding program interest and home-court advantage, even at a basketball-centric school like Florida State. While the gesture was successful in packing the arena, Loucks acknowledged the personal financial toll, joking that his wife may not approve of making such fan-friendly investments on a regular basis.