Auburn announces ticket price adjustment for 'several seating zones' ahead of 'new era of NIL'

After preliminary approval of the House v. NCAA settlement, schools are searching for additional revenue streams with the revenue-sharing era looming. Some have opted for additional fees to help raise money, but Auburn athletics director John Cohen announced ticket prices could change on The Plains.

In an email to season ticket holders on Wednesday, Cohen announced “several seating zones” could see price changes. He called it a preparation for “a new era of NIL” as the House settlement would usher in the revenue-sharing era, if fully approved.

If the settlement gets full approval in April, schools would directly be able to share upward of $20 million. For the 2025-26 school year, the Power Conferences set the initial cap at $20.5 million.

Auburn AD John Cohen sent an email to season ticket holders today, saying in part, “it is imperative that ticket prices in several seating zones be adjusted due to a new era of NIL.” pic.twitter.com/2XdwMkBQT7

— Justin Hokanson (@_JHokanson) December 18, 2024

“Growing revenue opportunities because of additional expenses has become essential for Auburn’s sustained success,” Cohen wrote. “As we look ahead with great anticipation of the 2025 season that includes hosting the Deep South’s Oldest Rivalry and the Iron Bowl, it is imperative that ticket prices in several seating zones be adjusted due to a new era of NIL. Please note that prices in some zones will remain unchanged while other zones my decrease in cost.

“We always try to be very thoughtful and transparent in our ticket pricing, particularly when it impacts our fans. These changes are necessary to help Auburn deliver on our promise to support student-athletes at the highest level in this new landscape of college athletics.”

Schools searching for revenue streams while awaiting House decision

Since the House v. NCAA settlement received preliminary approval, schools have been searching for additional revenue streams. That includes sponsorships on fields and courts, which is possible through a June policy change.

Industry sources previously told On3’s Pete Nakos athletic departments could net $2 to $6 million annually from advertisements. Major Power 4 college football programs could see sponsorship deals north of $8 to $10 million annually.

Schools such as Tennessee went a different direction. The Volunteers instituted a “talent fee” to all single game and season tickets this past season, athletics director Danny White told On3’s Andy Staples. The hope would be to recoup about $10 million through the surcharge.

At Clemson, the Board of Trustees voted unanimously to approve a $150 per semester, per students fee. The fee is to be used “solely for athletic operations expenses directly associated with student-athlete services and student experiences” and is not related to NIL, athletics director Graham Neff said.

Judge Claudia Wilken preliminarily approved the House v. NCAA settlement in October, paving the way for the revenue-sharing era. A final approval hearing is set for April 7, 2025.