UCLA may become the latest victim of the suddenly dominant Sun Belt Conference as South Alabama has opened a double-digit lead on the Bruins in the Rose Bowl, which is near empty.

It’s a potentially momentum-killing development, as the Bruins were seeking their first 3-0 start since 2015. Overall, the Bruins had won 5 straight dating to last season and have averaged 47.6 points per game with each victory coming by at least 24 points.

South Alabama is looking to become the fourth team from the Sun Belt Conference to beat a Power 5 team on the road this season. Marshall and Appalachian State scored upsets against ranked teams Notre Dame and Texas A&M and Georgia Southern’s win over Nebraska was the final straw to before Scott Frost was fired.

The Jaguars matched the Bruins score for score, and led 17-13 at halftime thanks to a 12-play, 80-yard scoring drive. South Alabama outgained UCLA in the first half 250-195 in yards, and 13-8 in first downs.

Meanwhile, there were wide swaths of empty seats in the Rose Bowl, as UCLA fans appeared to have better things to do than show up for the game.