This off-season, Auburn disappointed fans by moving next year’s home game against Baylor to Atlanta, a decision designed to generate more NIL revenue and give the program an edge in recruiting top talent. While the move wasn’t easy, even Athletic Director John Cohen admitted it was a tough call. But he stressed that supporting student-athletes and staying competitive in recruiting are top priorities. The shift also ensures smooth execution of NIL initiatives, a key reason Bianca Webb was promoted to Assistant Athletic Director for NIL Events and Strategic Initiatives. So, how will Webb’s contribution boost Auburn?

On October 17, Bianca Webb took to X to share the news, “Blessed to be the new Assistant Athletic Director, NIL Events and Strategic Initiatives for Auburn Tigers. I never started this journey in sports for a title, but to make a difference and how those that look like me that with hard work, you can do anything!” With her decades-long connection to Auburn and proven track record in recruiting and NIL operations, Freeze knows he has made the right call. But that’s not all. Her being an Alabama native is a key advantage. 

She most recently served as the assistant GM of on-campus recruiting for Auburn football. More importantly, over the past four seasons, she helped Auburn flip high-profile commits from Alabama, including 4-star defensive lineman Antonio Coleman and 4-star wide receiver Derick Smith. Her ability to scoop talent from the state’s powerhouse rival is arguably the most fruitful factor in Auburn’s recruiting strategy.

Last year, Hugh Freeze made it clear during SEC Media Days that, “We’re never out of the fight on the guys we want.” And under Webb’s guidance, Auburn proved it. She served as special assistant to the HC for one season and got her start in Auburn Men’s Basketball. There she spent 3 seasons as a student manager and graduate assistant. But today, she supports Auburn Athletics’ revenue sharing and NIL operations. Now, while the program has made the necessary moves to boost revenue and NIL opportunities, its recent decision highlights its desperation.

Because that can help the program in many ways, from stacking talent and hiring leaders to covering buyouts if needed.

Auburn’s latest move

Desperate times call for desperate measures. Naturally, Auburn’s decision to trade next year’s Baylor game has invited major criticism. “It’s not a decision we took lightly. I know it affects a lot of people,” Auburn athletic director John Cohen said. “But I also know recruiting is the lifeblood of any institution, the most important factor in recruiting right now is what type of compensation are student-athletes going to get. I’m not going to run from that, hide from that, sugarcoat it. That’s a critically important factor in 2025.” Still, tailgater David Hightower offered a measured take, stating, “If it makes the team better.” And the deal is unique.

Auburn players will help market the game, with a potential payout of at least $4M (more if the game sells out). Following that, David Epps, COO of Peach Bowl, stated, “We’re going to use their student-athletes to help market and promote the game… generate excitement and fan activity.”

While some fans worry about the impact on Auburn’s local economy, Cohen hopes a concert series and other events will offset the loss. Although neutral-site games aren’t new. Georgia Tech did something similar. But Auburn’s approach focuses on player recruiting and NIL. And Hightower summed it up best, saying, “We need the NIL money. That part of it is legit. But I understand it hurts the economy here in Auburn.” Now that Webb is leading NIL and strategic initiatives, we will see how well she performs in her new role.