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Auburn University Athletics, Peachtree Entertainment announce concert partnership

Auburn University Athletics and Peachtree Entertainment Forge Groundbreaking Concert Partnership

AUBURN, Ala. – In a move set to blend the thrill of college athletics with the excitement of live music, Auburn University Athletics has announced a multi-year partnership with Peachtree Entertainment, a leading concert promotion company. The collaboration, revealed on Thursday, aims to bring high-profile concerts to Auburn's campus and surrounding venues, enhancing the fan experience and creating new revenue streams for the university's athletic programs.

The partnership was unveiled during a joint press conference at Jordan-Hare Stadium, where representatives from both organizations outlined their vision for integrating entertainment into Auburn's storied athletic traditions. Auburn Athletics Director John Cohen emphasized the strategic importance of the deal, stating, "This partnership with Peachtree Entertainment represents a bold step forward in how we engage our fans and community. By combining the passion of Auburn Tigers athletics with world-class musical performances, we're not just hosting events – we're creating unforgettable experiences that will resonate for years to come."

Peachtree Entertainment, based in Atlanta and known for promoting major country, rock, and pop acts across the Southeast, brings a wealth of expertise to the table. Founded in 2010, the company has organized tours and events featuring artists like Luke Bryan, Jason Aldean, and Zac Brown Band. Shane Quick, President of Peachtree Entertainment, expressed enthusiasm about the alliance. "Auburn University has one of the most vibrant fan bases in college sports," Quick said. "We're thrilled to partner with them to curate concert series that complement game days and standalone events. This is about elevating the Auburn brand and bringing top-tier talent to the Plains."

At the heart of the partnership is a plan to host a series of concerts at key Auburn facilities, including Jordan-Hare Stadium, Neville Arena, and potentially outdoor spaces on campus. The first event is slated for the fall of 2025, coinciding with the football season opener. While specific artists have not yet been announced, sources close to the deal suggest that negotiations are underway with several Grammy-winning performers, focusing on genres that appeal to Auburn's diverse alumni and student body.

This initiative comes at a pivotal time for college athletics, as universities grapple with the evolving landscape of Name, Image, and Likeness (NIL) deals, conference realignments, and the need for diversified funding. Auburn, a member of the Southeastern Conference (SEC), has long relied on its powerhouse football program for revenue, but athletic departments nationwide are seeking innovative ways to boost income amid rising costs. By partnering with Peachtree, Auburn aims to tap into the lucrative live music market, which generated over $12 billion in U.S. ticket sales in 2023 alone, according to industry reports.

The economic impact of such concerts could be substantial for the Auburn community. Local businesses, from hotels to restaurants, stand to benefit from the influx of visitors attending these events. Auburn Mayor Ron Anders attended the press conference and highlighted the potential boon. "This partnership isn't just about entertainment; it's about economic development," Anders noted. "Bringing major concerts to Auburn will draw crowds from across the region, supporting our local economy and showcasing what makes this city special."

Fans and alumni have already begun buzzing about the possibilities. Social media platforms lit up following the announcement, with Tigers supporters speculating on dream lineups. One fan tweeted, "Imagine tailgating at Jordan-Hare and then catching a concert with your favorite band – Auburn is about to level up!" Another expressed hope for genre diversity, saying, "As a hip-hop fan, I'd love to see some urban acts mixed in with the country stars."

To understand the broader context, it's worth examining similar partnerships in college sports. Universities like the University of Georgia and the University of Alabama have experimented with concert integrations, such as pre-game shows or post-season celebrations. However, Auburn's deal with Peachtree appears more comprehensive, potentially including exclusive booking rights and co-branded merchandise. This could set a precedent for other SEC schools looking to enhance their gameday atmospheres.

Peachtree Entertainment's track record adds credibility to the venture. The company has successfully managed large-scale events, including festivals like the Peach Drop in Atlanta and tours that span multiple states. Their expertise in logistics, from sound production to crowd management, will be crucial for events at venues like Jordan-Hare, which seats over 87,000 for football games but requires adaptations for concert setups.

From Auburn's perspective, the partnership aligns with ongoing efforts to modernize its athletic offerings. Under Cohen's leadership since 2022, the department has invested in facility upgrades, including enhancements to audio-visual systems at Neville Arena, which could now double as a premier concert hall. "We're committed to providing a holistic experience," Cohen added. "Whether it's cheering on the Tigers or enjoying a live performance, we want every visit to Auburn to be memorable."

Details on ticket sales, pricing, and exact dates will be released in the coming months, but early indications suggest a tiered system that prioritizes Auburn boosters and season ticket holders. There may also be student discounts to ensure accessibility for the university's 30,000-plus enrollees.

Critics, however, have raised questions about the potential distractions from core athletic missions. Some alumni worry that an emphasis on entertainment could dilute the focus on competition. In response, Cohen reassured stakeholders: "Athletics remains our priority. This partnership enhances, rather than competes with, our sports programs."

Looking ahead, the collaboration could expand beyond concerts. Discussions are reportedly underway for joint ventures in digital content, such as live-streamed performances or behind-the-scenes documentaries featuring Auburn athletes and musicians. This multimedia approach could further amplify Auburn's brand on platforms like TikTok and YouTube, attracting younger demographics.

The announcement also underscores the growing intersection of sports and entertainment industries. With streaming services and social media blurring traditional boundaries, partnerships like this one are becoming commonplace. For instance, the NFL has long incorporated halftime shows into its Super Bowl, while college basketball tournaments often feature musical acts during March Madness.

In Auburn's case, the partnership with Peachtree could serve as a model for sustainability. Revenue from concerts might fund scholarships, facility improvements, or even NIL collectives, helping Auburn compete in the high-stakes world of college recruiting.

Community leaders are optimistic about the cultural enrichment this will bring. Auburn's arts scene, already vibrant with events at the Jule Collins Smith Museum of Fine Art, could see a surge in interest. "Music has the power to unite people," said Dr. Elizabeth Huntley, a music professor at Auburn. "This partnership will expose our students and residents to diverse artistic expressions, fostering a richer campus environment."

As the fall semester approaches, anticipation is building. Auburn fans, known for their "War Eagle" spirit, are eager to see how this fusion of athletics and entertainment unfolds. If successful, it could redefine what it means to be a Tiger – not just on the field, but in the stands and beyond.

The partnership's long-term success will depend on execution, but early signs are promising. With Peachtree's promotional prowess and Auburn's passionate following, the stage is set for a harmonious future. As Quick put it, "This is more than a deal; it's the start of a symphony between sports and music."

In summary, this collaboration marks a significant evolution for Auburn University Athletics, promising to deliver excitement, economic benefits, and enhanced fan engagement. As details continue to emerge, the Auburn community watches with bated breath, ready to embrace this new chapter. (Word count: 1,048)

Read the Full WSFA Article at:
[ https://www.wsfa.com/2025/07/24/auburn-university-athletics-peachtree-entertainment-announce-concert-partnership/ ]