Programs are $10 now, up from $5 in 2017, and are essentially the same thing every week with a bit of stuff thrown in about the opposing team and a roster/depth chart. I bet sales declined dramatically in 2018. I know sometimes Tennessee would include a coupon for a free bag of peanuts with the purchase of a program, good for that game only. Obviously, half the folks wouldn't use it. However, perhaps some company would like the advertising of having their name on the coupon
For example, Delta Air Lines could sponsor and the coupon and the bag of peanuts would be labeled for the airline. Doesn't have to be peaunts, btw, that would just seem to be the easiest. You only get the "free" peanuts by buying the program.