Programs across the country have taken steps like these in the past several years to enhance in-game hype for players. The new tunnel in the south end zone is the clearest example of this, as it is truly reminiscent of an NFL-type atmosphere. Outside of Iowa, similar updates have become national phenomena; the Turnover Chain at Miami, for example, has been a popular item in the national media and has even become a recruiting tool in Miami.

Outsiders to the Hawkeye football program would believe that the new Iowa tunnel has a similar effect. But the new tunnel really doesn’t fit with the atmosphere, tradition, or tone of Iowa head coach Kirk Ferentz’s program.

“It definitely gets you into the mood,” defensive end Chauncey Golston said. “But if you need something like that to get you going, then I don’t think this is the program for you.”

There’s no question that the new tunnel is an update from the old version of it in the south end zone. While the tunnel is almost more fan-service than it is a player-focused hype tool, it has had a different effect on the program internally. The new renovations in the south tunnel were largely funded by Hawkeye football alumni, a gesture current players find meaningful.

“I think the biggest thing for me was that the money put into that renovation came from former Hawkeye players,” quarterback Nate Stanley said. “That’s what makes it so special, it’s just that extra respect for what we go through on a daily basis and knowing that those guys still care about us.”

The words that litter the tunnel make sense given the origin of the funds. Bright yellow lettering showing the words “Tough,” “Smart,” “Together,” and “Physical” line the hallway of the night-black walls.

Saturday’s game against Penn State is the first time this tunnel — and its added effect to the pregame festivities — will be displayed on primetime television. The same goes for the now-complete north end zone stands and Jumbotron, which were largely incomplete a year ago.