UNC sports plate ????

I dont know what this is supposed to be but its cool. Found it in a house cleanout and thought it was too neat to throw out. It is in excellent shape with no chips or anything. It lists the game schedule for the 1974, 1975, 1976 seasons. Football I take it from dates. Color is great on it and it measures about 8" x 11" approx. Could it be an ashtray? Doesn't really appear to be but...? UNC fans what is it and does it have a value?