AUBURN, Ala./BERWYN, Pa. – Auburn Athletics has announced a major 10-year extension of its multimedia rights partnership with Playfly Sports, a move aimed at dramatically increasing revenue, enhancing student-athlete support, and driving innovation in the rapidly evolving landscape of college athletics. The extended agreement will run through the 2034–35 academic year.
This long-term partnership builds on nearly a decade of collaboration and positions Auburn to thrive in the next era of collegiate sports. With an average annual revenue increase to over $23 million—rising to more than $34 million later in the term—the total value of the agreement is expected to exceed $230 million, more than doubling Auburn’s current earnings from corporate partnerships.
Key to the agreement is the launch of Playfly Max, a comprehensive revenue platform designed to help Auburn capitalize on opportunities in the Name, Image, and Likeness (NIL) space. Playfly Max will deliver a tailored strategy that includes advanced tech solutions, brand development, alumni engagement, unique events, and exclusive merchandise. These initiatives are expected to drive new streams of income while directly supporting Auburn student-athletes’ personal brand growth and NIL potential.
“This partnership represents a bold step forward for Auburn Athletics,” said Athletics Director John Cohen. “Playfly Sports understands the changing dynamics of college sports and shares our commitment to supporting student-athletes and maximizing our brand’s potential in innovative ways.”
As part of the deal, Playfly will expand its on-campus Auburn Sports Properties team to better serve university stakeholders, sponsors, and fans. This move is designed to enhance relationships between Auburn’s athletic programs and the business community, offering more impactful sponsorship opportunities and fan engagement strategies.
Christy Hedgpeth, President of Playfly Sports Properties, emphasized the alignment of visions between the two organizations. “This 10-year agreement shows our strong belief in Auburn’s future. With Playfly Max and an expanded team on campus, we’re ready to help Auburn tap into unprecedented opportunities in media, NIL, and revenue generation.”
In addition to growing sponsorship and NIL infrastructure, the new agreement includes significant investment in WarEagle+, Auburn’s digital subscription platform. Upgrades will expand exclusive content, subscriber experiences, and platform capabilities, enriching fan access to Auburn Athletics.
“This is more than just a media deal,” added Ben Harling, General Manager of Auburn Sports Properties. “It’s a comprehensive strategy to elevate Auburn’s brand, engage its passionate fan base, and create lasting value for student-athletes, sponsors, and the entire Auburn Family.”
Playfly, which has partnered with Auburn since 2016, manages multimedia rights for over 65 collegiate programs nationwide and continues to be a major player in sports media and sponsorship innovation.
This groundbreaking agreement ensures Auburn remains at the forefront of college athletics, blending tradition with forward-thinking strategies that prioritize both institutional growth and the success of its student-athletes.
