SeatGeek has signed seven college football athletes to its NIL (Name, Image, Likeness) program, offering fans up to $25 off tickets through custom discount codes. This marks the company's third year in NIL and shows a dramatic rise in viewership and engagement compared to earlier campaigns.

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  • Seven athletes join SeatGeek's 2026 NIL program
  • Fans receive 10% off tickets or up to $25 using athlete codes
  • Campaigns have generated over 17 million video views

SeatGeek Expands Its NIL Portfolio

With Week 1 looming, ticketing platform SeatGeek announced the addition of seven new college football players to its NIL (Name, Image, Likeness) roster, marking the third year of its foray into the space.

New Players and Their Profiles

The 2026 class includes Jordan Marshall (running back, Michigan), Dijon Lee (cornerback, Alabama), PJ Woodland (cornerback, LSU), Elijah Griffin (defensive lineman, Georgia), Marco Jones (edge, Texas A&M), Colton Vasek (edge, Texas) and Will Echoles (defensive lineman, Ole Miss).

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Discount Codes and Fan Benefits

Each athlete will promote a custom discount code on social media, granting fans a 10% discount or up to $25 off tickets when the code is applied at checkout.

Deal Facilitation

Learfield and Playfly facilitated the agreements and manage the athlete relationships, ensuring a smooth rollout.

Performance of Prior Campaigns

SeatGeek’s 2024 NIL launch garnered 6 million video views; the 2025 follow‑up surged to more than 17 million views and over 81,000 social interactions, demonstrating a clear link between NIL partnerships and ticket sales.

Historical Background

In 2021, the NCAA approved athletes’ rights to profit from their name, image, and likeness, sparking a wave of brand‑athlete collaborations across college sports. Ticketing firms entered the arena, with SeatGeek positioning itself as a pioneer by tying NIL endorsements directly to ticket discounts.

Why This Matters

BozokMedia analysis shows that integrating NIL deals with ticket discounts creates a measurable boost in sales, especially when athletes promote offers they personally endorse.

"NIL partnerships that tie directly to revenue‑generating actions, like ticket purchases, are the future of sports marketing," says Dr. Aisha Patel, Sports Economics Professor at Stanford.
Did You Know?: SeatGeek’s NIL program is the first in the ticketing industry to combine athlete endorsements with real‑time discount codes.

Frequently Asked Questions

Q1: How can fans use the discount codes?
A: Fans enter the unique code shared by the athlete during ticket checkout to receive up to 10% off or a $25 discount.

Q2: Will more athletes join in 2027?
A: SeatGeek has indicated plans to expand the NIL roster further, targeting additional high‑profile college football players.