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NO : Auburn Tigers Guard Tahaad Pettiford Secures Multi-Year $8.5M NIL Extension and Memorabilia Deal with Panini America, Donates 30% to Auburn Basketball Program
Auburn, AL – April 29, 2025
In a move that both cements his rising stardom and underscores his deep-rooted loyalty to the Auburn Tigers, sophomore guard Tahaad Pettiford has officially inked a multi-year $8.5 million Name, Image, and Likeness (NIL) extension with global sports memorabilia powerhouse Panini America. This landmark agreement not only makes him one of the highest-earning college athletes in the nation but also includes a groundbreaking memorabilia licensing component and a selfless pledge: 30% of his total earnings will be donated directly to the Auburn basketball program.
At just 19 years old, Pettiford continues to redefine what it means to be a student-athlete in the NIL era — combining elite-level talent, commercial viability, and a sense of community rarely seen at this stage of a collegiate career.
The Deal: More Than Just Dollars
Sources close to the negotiation confirmed the deal spans three years and includes both monetary compensation and equity bonuses based on sales metrics tied to trading cards, autographed memorabilia, and exclusive merchandise through Panini America’s digital and physical platforms.
Under the new NIL terms:
- Pettiford will have exclusive rights with Panini for trading cards and memorabilia.
- He will appear in national campaigns, including TV, digital ads, and Panini’s NIL athlete spotlight series.
- He will be granted custom athlete collections, including limited-edition signed basketballs, jerseys, and cards.
- The deal includes a charity clause, facilitating his 30% donation allocation directly into Auburn’s program via the school’s NIL collective, On To Victory.
“From the jump, Tahaad wanted something that wasn’t just about the money,” said his agent, Marcus Drewell of RISE Sports Management. “He made it clear — he’s building a legacy, and Auburn is part of that legacy. He’s not going anywhere, and this deal reflects that.”
A Historic Donation
What makes Pettiford’s deal truly revolutionary is his decision to donate nearly $2.55 million of the $8.5M contract to Auburn’s basketball program — a gesture unprecedented in the NIL era.
According to Auburn officials, the money will be used to:
- Renovate the player development center inside Neville Arena.
- Enhance nutrition and performance science programs.
- Fund new NIL initiatives to help recruit and retain talent for the men’s basketball team.
- Support academic tutoring and mental wellness services.
“This is one of the most selfless, visionary acts we’ve ever seen from an active student-athlete,” said Auburn athletic director John Cohen. “Tahaad’s gift is going to have ripple effects for years — not just for our team, but for the Auburn family as a whole.”
Pettiford: The Emerging Face of College Hoops
After a strong freshman season where Pettiford averaged 13.2 points, 4.6 assists, and 1.8 steals per game, expectations are sky-high for his sophomore campaign. His court vision, ability to score off the dribble, and defensive hustle made him a fan favorite and earned comparisons to NBA guards like Tyrese Maxey and Jalen Brunson.
But off the court, Pettiford is building a brand that transcends basketball. With over 620,000 social media followers, he’s become a magnet for NIL interest, especially from brands looking to tap into Gen Z markets.
Panini America CEO Mark Warsop said, “Tahaad embodies what NIL was meant to be — performance, personality, and principle. We’re proud to work with him and thrilled he chose to give back in such a major way.”
Panini NIL Power Move
Panini, the world’s leading sports collectibles brand, has aggressively entered the NIL market over the last two years. Their roster includes college stars like:
- Arch Manning (Texas)
- Caitlin Clark (Iowa)
- Bronny James (USC)
The addition of Tahaad Pettiford marks a strategic expansion into elite Southeastern Conference (SEC) basketball markets.
“SEC basketball is exploding in popularity,” said Warsop. “Tahaad is going to be a household name, not just in Auburn, but across the country. His trading cards are already in demand.”
According to Panini’s early estimates, Pettiford’s first release — the “Tahaad Rising” card series — is projected to sell out within 48 hours of launch.
Bruce Pearl Reacts: ‘He’s Family’
Head coach Bruce Pearl, now in his 11th season with the Tigers, praised his guard’s character and vision.
“Tahaad’s heart is as big as his game,” Pearl said. “He could’ve kept that money. He could’ve transferred. But he stayed. And then he gave back. That tells you everything about who he is — a leader, a Tiger, and someone who’s building something bigger than basketball.”
Pearl also confirmed that Pettiford will play a key leadership role heading into the 2025–26 season, especially after Auburn lost several veterans to graduation and the NBA draft.
“He’s not just a point guard anymore — he’s the guy now,” Pearl added.
From Jersey to Jordan-Hare
Hailing from Jersey City, New Jersey, Pettiford’s path to Auburn wasn’t straightforward. Initially committed to Kansas, he flipped late in the cycle after a campus visit and strong NIL proposal from Auburn’s collective.
His freshman year saw both individual success and team milestones:
- Helped Auburn reach the Elite Eight for the first time since 2019.
- Named to the SEC All-Freshman Team.
- Finished top 5 in SEC assist-to-turnover ratio.
Now, he’s not just returning — he’s investing.
Player Empowerment in the NIL Era
Pettiford’s deal reflects the increasing power of high-profile athletes in the NIL space — especially those who combine on-court excellence with brand awareness.
“This shows what’s possible when players control their futures,” said ESPN NIL analyst Darren Rovell. “Pettiford didn’t need an NBA contract to build generational wealth or to create lasting institutional change. He’s doing it now, while still a student.”
The move is already inspiring other players across the SEC to consider similar give-back models, creating a blueprint for athletes who want to leave more than stats behind.
Auburn’s NIL Rise
With Pettiford’s high-profile retention and donation, Auburn is becoming a major player in the NIL recruiting landscape. Sources say other top players — including two five-star prospects in the 2025 class — are now considering Auburn more seriously because of the “Pettiford Effect.”
“You see a guy like that stay and give back? It tells you this place is different,” said Class of 2025 point guard Zion Wallace, who has Auburn in his top 3.
Looking Ahead
With the weight of a historic contract, national attention, and a leadership role on his shoulders, Tahaad Pettiford seems unfazed.
“I came to Auburn to build something special,” he said in a statement. “This isn’t just about money or fame. It’s about family. Auburn believed in me — this is my way of giving back.”
As Pettiford prepares for what could be a breakout sophomore campaign, his legacy is already secure. Through vision, loyalty, and generosity, he’s reshaping what it means to be a modern college athlete — and he’s doing it on his own terms.
Key Stats Recap: Tahaad Pettiford (2024–25 Season)
- PPG: 13.2
- APG: 4.6
- SPG: 1.8
- FG%: 46.1
- 3PT%: 37.4
- Free Throw %: 82.9
- Turnovers per game: 1.3
- Team Record: 28–8 (Elite Eight)
Closing Thought
In a college basketball world increasingly dominated by the transfer portal, quick exits, and fleeting fame, Tahaad Pettiford has chosen a different route — one grounded in loyalty, legacy, and leadership. His $8.5 million NIL extension with Panini America is more than just a business deal. It’s a statement.
Not just a star. A cornerstone.
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