SeatGeek signs multiple college football stars to NIL deals ahead of Week 1

Ahead of last year’s College Football Playoff, SeatGeek signed a group of college football players to NIL deals offering custom discount codes. The company is expanding that initiative this season, signing multiple stars ahead of Week 1.

LSU linebacker Whit Weeks, Alabama linebacker Deontae Lawson and Michigan running back Justice Haynes headline the group, along with Texas running back CJ Baxter and Auburn wide receiver Cam Coleman. Georgia linebacker CJ Allen, Nebraska cornerback Ceyair Wright, Texas A&M linebacker Taurean York, Oklahoma safety Robert Spears-Jennings, Ohio State wide receiver Brandon Inniss and Tennessee linebacker Arion Carter are also on board.

Through the initiative, each player will promote a custom discount code worth 10% off, up to $25, and promote them on social media. Paciolan, Learfield and Playfly helped facilitate the deals and to secure the partnerships with athletes.

“What’s exciting about NIL is that it gives us a way to connect with fans through the players they already know and love. We’ve seen that when athletes promote SeatGeek, fans respond in a big way,” said Joey Goodrich, SeatGeek’s sponsoring marketing lead, in a statement to On3. “It’s quickly become one of the most impactful ways for us to engage college football fans and drive real results for our partners.”

SeatGeek said last year’s NIL campaign brought in more than 6 million total video views. Couple that with impressive engagement rates, and the company opted to expand the program ahead of the 2025 season.

SeatGeek adds big names to its NIL roster

With a slew of Big Ten and SEC talent, SeatGeek added some star power to its NIL roster. Whit Weeks led the SEC with 61 total tackles last season and was tied for second in the league with 125, while Taurean York ranked 12th in the conference with 82 total tackles. Justice Haynes also sat tied for second on the Alabama roster with seven rushing touchdowns before transferring to Michigan.

Additionally, Cam Coleman arrived at Auburn last year as a highly rated recruit and is one of the top names in college football. His $1.8 million On3 NIL Valuation ranks No. 33 in the On3 NIL 100, the first of its kind and defacto NIL ranking of the top 100 high school and college athletes ranked by their On3 NIL Valuation. It’s also No. 23 in college football.

Lawson, meanwhile, has an $882,000 On3 NIL Valuation. That puts him at No. 93 in the college football NIL rankings ahead of his redshirt senior year at Alabama.