The Aflac Kickoff Game has made a groundbreaking move in the realm of college football by becoming the first neutral-site game to incorporate Name, Image, and Likeness (NIL) deals for student-athletes. Over the past few months, the event has established a multi-million dollar agreement, reportedly valued at $6 million, which allows Auburn football players to engage in marketing activities related to the game.
Peach Bowl, Inc., the organization behind the Aflac Kickoff Game, collaborated with various third-party entities to create these NIL opportunities for Auburn athletes. Among those who benefited from this initiative are players such as Byrum Brown, Chas Nimrod, Keshaun Singleton, Jo Simmons, Stanton Ramil, and Jeremiah Cobb, who were part of a larger group of approximately two dozen Auburn football athletes involved in promoting the event.
David Epps, the CEO of Peach Bowl, Inc., emphasized the importance of having student-athletes whose names, images, and likenesses resonate with fans attending the game. He stated, "Ultimately, the student athletes who have been active in the campaign were identified by Auburn, and we worked to assign the right marketing assets to each of them." This approach not only benefits the athletes but also enhances the overall marketing strategy of the Aflac Kickoff Game.
The initiative was inspired by the House settlement that occurred last year, which highlighted the potential for NIL opportunities in college sports. "After the House Settlement in June of 2025, we and Auburn both realized that there was an opportunity to create NIL for the student athletes, who could help us promote the Aflac Kickoff Game in a new and unique way," Epps explained. This partnership represents a significant step forward, providing benefits to both the participating teams and the athletes.
An Auburn spokesperson praised the efforts of Epps and his team, noting that their innovative approach adapts to the evolving landscape of college athletics. The spokesperson remarked, "This event marks a seismic shift in how kickoff games can operate to benefit student-athletes and athletics departments alike." The model not only offers substantial NIL opportunities for the athletes but also helps in expanding both their personal brands and Auburn's brand into the Atlanta market and beyond.
As part of this campaign, Auburn athletes have been featured in social media promotions, advertisements, and public appearances, with additional in-game promotions planned for the upcoming match. Fans may wonder why Baylor athletes were not included in this initiative. Epps clarified that since the game was originally scheduled as an Auburn home game, the financial commitment has been directed solely toward Auburn players. However, he noted that this model could easily accommodate athletes from both teams in future events.
Epps expressed satisfaction with the campaign's success thus far, highlighting strong ticket sales and the authenticity added to marketing efforts through the involvement of student-athletes. "It’s already been a success for us, with strong ticket sales and an added authenticity to the marketing assets that we’ve created. Fans want to connect with the players who they’ll see on the field on Saturdays," he stated.
Looking ahead, Epps sees this initiative as a potential game-changer for neutral-site games, creating a more attractive and lucrative opportunity for participating teams. The Aflac Kickoff Game is set to feature Auburn against Baylor at 3:30 p.m. ET on Saturday, September 5th, at Mercedes-Benz Stadium in Atlanta, with the game being broadcast nationally on ABC.
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