SeatGeek Signs 4 College Football Playoff-Bound Athletes to NIL Deals
Last Updated on December 17, 2024
The newly expanded College Football Playoff isn’t just a game-changer for teams and fans—it’s also providing fresh opportunities for brands to connect with fans through name, image, and likeness partnerships with college athletes.
SeatGeek has signed NIL deals with four players representing teams competing in the first round of the CFP: Ohio State linebacker C.J. Hicks, Georgia linebacker CJ Allen, Texas safety Michael Taaffe, and former Penn State quarterback Beau Pribula. Pribula has since entered the transfer portal and will not be playing in the game. Each athlete is promoting a custom discount code via social media channels, offering fans 10% off tickets up to $25. The deals were facilitated by the sports marketing company Learfield.
“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’s vice president of marketing and communications. “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.”
Expanded Playoff Brings Higher Stakes and Higher Ticket Prices
This season’s playoff marks the first with a 12-team bracket. Four first-round games are hosted on campus, adding a new layer of excitement for a home team advantage. The action kicks off on Dec. 20 with Notre Dame hosting Indiana, followed by a Dec. 21 tripleheader: Penn State vs. SMU, Clemson at Texas, and Tennessee at Ohio State.
The stakes have driven demand for tickets, and prices are soaring. According to SeatGeek, the Clemson at Texas game is seeing a particularly high demand for ticket sales. The heightened interest is likely due to the Longhorns hosting their first-ever CFP game at home. Clemson’s strong brand presence and history of success in the playoffs serve as an additional contribution to the game’s appeal.
According to SeatGeek, the average resale ticket price for the Dec. 21 game between the Longhorns and the Tigers is $749. The top five states with the highest number of fans purchasing resale tickets for this matchup are Texas (76%), California (6%), and South Carolina (2%).
Following closely behind is Indiana’s matchup at Notre Dame in South Bend, Indiana, offering both sets of fans an accessible travel option. The average resale ticket price is slightly lower at $739. Interestingly, the Ohio State game will likely see a significant turnout of Tennessee fans, indicating a strong presence of orange in Columbus. Tickets are $493 a piece, with 48% of buyers coming from Tennessee while only 19% are from Ohio.
Premium seats are commanding jaw-dropping prices, reflecting fans’ eagerness to witness history. Multiple sources note that some of the most expensive tickets for lower bowl seats cost up to several thousand dollars before fees.
What will prices look like at Mercedes-Benz Stadium in Atlanta, Georgia on January 20, 2025? SeatGeek has the College Football Championship game ticket listed for $1,442 as its lowest-priced ticket option.
SeatGeek’s NIL partnerships capitalize on this excitement, merging athlete-driven promotions with one of the biggest events in college sports. By giving fans discounted access to tickets through athlete-specific codes, SeatGeek has created a unique way for players to engage with their fanbase while helping supporters get closer to the action. The demand for this year’s College Football Playoff is higher than in previous years, likely driven by the unique and exciting opportunity for fans to experience a playoff game in their home stadium.
Eds. note: The ticket prices in the story reflect the cost at the time of publishing.
