Auburn Moves 2026 CFB Opener vs. Baylor to Atlanta for NIL Opportunity

Auburn football announced on Monday is moving its home game against Baylor to open the 2026 to a neutral location, Atlanta's Mercedes-Benz Stadium, in an effort to create new NIL opportunities.

According to a press release, "Through a multi-million-dollar partnership, Peach Bowl, Inc., via the Aflac Kickoff Game, will work with third-party entities to secure marketing assets and promotional appearances by Auburn student-athletes, giving them meaningful visibility and new avenues to benefit from their NIL."

The NIL opportunities will be "tied directly to ticket sales, the Aflac Kickoff Game, and surrounding events," per the press release.

"Any time we have the ability to advance Auburn student-athletes' ability to earn third-party NIL compensation, we will take that opportunity," the school's athletic director, John Cohen, said in a statement. "The exposure of playing on a national stage against a Power Four opponent in one of the premier neutral-site games in the country will not only benefit our student-athletes financially, but it will also enhance their brands. This is not only a win for Auburn student-athletes but for Auburn Athletics."

Brett McMurphy of On3 reported that the game is expected to create around $5 million in NIL opportunities for Auburn athletes, which perhaps will help to appease fans who aren't thrilled it won't be played at Jordan-Hare Stadium.

This season, Auburn has gone 3-2, including a season-opening 38-24 win over Baylor. They have lost two straight games in SEC play to Oklahoma and Texas A&M, however, with a rough matchup against Georgia on deck.

Baylor is 4-2 this year.