Whenever a sports team plays a particularly important game, usually in the playoffs, it likes to give fans something at the gate. The idea is to encourage those fans to use that item while making more noise that they might at a game with lower stakes.
Notre Dame is taking advantage of hosting a first-round College Football Playoff game by presenting its own free giveaway to fans who will witness the Irish play Indiana at Notre Dame Stadium. Those fans will receive a rally towel with a print appropriate for the game and what's at stake.
It's hard to know how often the Irish will get to host one of these games in the future. Therefore, they know it's up to them to pull out all the stops to make sure it's as unforgiving an environment to the Hoosiers and their fans as possible. Here's the video that unveiled the towel:
This will be a collector's item for certain, but only those attending the game are guaranteed to have one.