AUBURN, Ala. — John Cohen, the athletic director of Auburn University, has advised fans that there might be an increase in ticket prices as part of the university’s preparations for a new revenue-sharing structure in college sports, which is linked to the upcoming $2.8 billion settlement involving the NCAA and major conferences across the country.

In a communication sent to season ticket holders on Wednesday, Cohen emphasized the need to explore new avenues for revenue due to rising costs essential for Auburn’s ongoing progress and success. He conveyed that it is crucial to adjust ticket prices in specific seating areas in response to the impending changes brought on by the new era of Name, Image, and Likeness (NIL) regulations; however, he reassured fans that ticket prices in other sections would remain unchanged.

The so-called House settlement is set to span the next decade, providing funds to both former and current players, enabling institutions to share as much as $20 million annually with their student-athletes. The implications of these payments, along with a decrease in NCAA revenue meant for damage payments related to this settlement, are already influencing several universities.

For instance, Tennessee has announced plans to introduce a ‘talent fee’ on sports ticket prices, while Arkansas is set to implement a 3% increase at its concession stands. Meanwhile, Clemson will start including an athletic surcharge in student tuition fees.

This shift in the financial landscape underscores the need for colleges to adapt to new economic pressures in collegiate athletics as they navigate the evolving environment.