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AUBURN — Auburn University's athletic department announced a new 10-year multimedia rights deal with Playfly Sports on Thursday, and it's set to carry far more value than Auburn's previous multimedia rights setup with FOX Sports.
That deal, which was announced in 2016 and averaged out to $10 million annually in a 10-year period, is more than doubled by the Playfly agreement, which is expected to pay out $23 million in its first year. By the term's end, Auburn will see its revenue increase to $34 million annually, according to a release, with the latest 10-year term's total value estimated to be $230 million.
Q&A: Exclusive with AD John Cohen: Latest on facility upgrades, NIL, state of Auburn athletics
“We are thrilled to expand our longstanding partnership with Playfly Sports through this new agreement,” Auburn athletic director John Cohen said in a release. “(Playfly President) Christy Hedgpeth and (Playfly CEO) Craig Sloan have a clear vision for how Playfly can generate revenue and enhance Auburn’s position in the new era of college athletics."
But this deal does more than pour downright monetary value into the athletic department. Most notably, it's set to pave a way for Auburn's name, image and likeness capabilities in a post-House vs. NCAA settlement world.
The agreement with Playfly will expand the company's on-campus sports properties team, but it'll also launch another iteration of Playfly Max, which is designed to, "aggressively seek out direct corporate partnerships for Auburn student-athletes, to in turn help them maximize their individual NIL and brand value," according to a release.
Playfly Max is already operational on at least three different Power Four campuses — Baylor, LSU and Penn State.
On the Plains, it's set to "deliver an Auburn-specific strategy" that will incorporate "proprietary technologies and unique revenue concepts," according to a release. Those will include revenue-generating events, alumni and donor engagement programming, recurring membership models, and the marketing of specialized merchandise and memorabilia.
"These efforts will not only drive incremental revenue, but also create direct benefits for Auburn student-athletes — particularly in the evolving NIL era," the release said.
Adam Cole is the Auburn athletics beat writer for the Montgomery Advertiser. He can be reached via email at [email protected] or on X, the platform formerly known as Twitter, @colereporter.
This article originally appeared on Montgomery Advertiser: What to know: Auburn athletics announces 10-year multimedia rights deal
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That deal, which was announced in 2016 and averaged out to $10 million annually in a 10-year period, is more than doubled by the Playfly agreement, which is expected to pay out $23 million in its first year. By the term's end, Auburn will see its revenue increase to $34 million annually, according to a release, with the latest 10-year term's total value estimated to be $230 million.
Q&A: Exclusive with AD John Cohen: Latest on facility upgrades, NIL, state of Auburn athletics
“We are thrilled to expand our longstanding partnership with Playfly Sports through this new agreement,” Auburn athletic director John Cohen said in a release. “(Playfly President) Christy Hedgpeth and (Playfly CEO) Craig Sloan have a clear vision for how Playfly can generate revenue and enhance Auburn’s position in the new era of college athletics."
But this deal does more than pour downright monetary value into the athletic department. Most notably, it's set to pave a way for Auburn's name, image and likeness capabilities in a post-House vs. NCAA settlement world.
How Auburn's new multimedia rights deal provides footing for NIL efforts
The agreement with Playfly will expand the company's on-campus sports properties team, but it'll also launch another iteration of Playfly Max, which is designed to, "aggressively seek out direct corporate partnerships for Auburn student-athletes, to in turn help them maximize their individual NIL and brand value," according to a release.
Playfly Max is already operational on at least three different Power Four campuses — Baylor, LSU and Penn State.
On the Plains, it's set to "deliver an Auburn-specific strategy" that will incorporate "proprietary technologies and unique revenue concepts," according to a release. Those will include revenue-generating events, alumni and donor engagement programming, recurring membership models, and the marketing of specialized merchandise and memorabilia.
"These efforts will not only drive incremental revenue, but also create direct benefits for Auburn student-athletes — particularly in the evolving NIL era," the release said.
Adam Cole is the Auburn athletics beat writer for the Montgomery Advertiser. He can be reached via email at [email protected] or on X, the platform formerly known as Twitter, @colereporter.
This article originally appeared on Montgomery Advertiser: What to know: Auburn athletics announces 10-year multimedia rights deal
Continue reading...
