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SeatGeek inks NIL deals with multiple College Football Playoff-bound players

ns_headshot_2024-clearby:Nick Schultz•about 10 hours•

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On3

With the expansion of the College Football Playoff, there are more games on the schedule. SeatGeek is capitalizing, signing multiple players to NIL deals ahead of the first round.

Ohio State linebacker C.J. Hicks, Georgia linebacker CJ Allen, Texas safety Michael Taaffe and Penn State quarterback Beau Pribula are all part of the initiative. Learfield facilitated the deals, and the terms were not revealed. Each player will receive his own custom discount code, giving fans up to 10% off tickets up to $25.

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The athletes will promote their custom promo codes on their respective Instagram and Tik Tok accounts, creating engagement with their respective fan bases. Penn State, Ohio State and Texas will all host first-round games at their home stadiums, as well.

“The expanded College Football Playoff brings more teams, more games, and more opportunities for fans to see their teams in new settings,” said Sarah Kettler, SeatGeek vice president of marketing and communications, in a statement to On3. “By leveraging NIL and putting athletes at the center of ticket promotions, we’re creating an authentic direct line to fans and making it easier for them to go to the games they care most about.”

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The first round of the new-look College Football Playoff gets underway Dec. 20-21, with games at home stadiums for the first time. Notre Dame kicks things off against Indiana in a standalone game Dec. 20, and a CFP tripleheader awaits the next day. Penn State hosts SMU in the opener Dec. 21, followed by Clemson at Texas and Tennessee at Ohio State.

Ticket prices have been surging since the 12-team bracket came out. According to data from StubHub, the cheapest tickets for the first-round games ranged from $103 for Penn State vs. SMU to $775 for Notre Dame vs. Indiana just a couple days after the reveal.