Auburn, Alabama, October 10, 2025
News Summary
Auburn University’s football team has decided to relocate its 2026 season opener against Baylor from Jordan-Hare Stadium to Mercedes-Benz Stadium in Atlanta. The move aims to enhance national exposure and potential NIL revenue but has sparked backlash from local businesses fearing financial losses due to fewer home games. Local officials and business owners express their disappointment, highlighting the significant economic importance of home games for the area. As Auburn transitions to Atlanta, community members rally to support local businesses impacted by this decision.
Auburn, Alabama — Auburn University’s football team has decided to move its 2026 season opener game against Baylor from Jordan-Hare Stadium in Auburn to Mercedes-Benz Stadium in Atlanta. This change means that Auburn will host only six home games instead of seven during the 2026 season.
The university is relocating the game to Atlanta with the intention of gaining national exposure, increasing NIL revenue, and enhancing corporate partnership opportunities. However, this decision has provoked a significant outcry from local businesses and city officials, who are concerned about the financial repercussions of the game’s relocation.
Local business owners expressed disappointment and frustration, fearing substantial financial losses due to the shift. Estimates indicate individual businesses could see losses amounting to a few thousand dollars. Data from Opelika-Auburn Tourism highlights that a single home game can generate around $8.7 million in economic impact for the surrounding area. This underlines the importance of home games for sustaining local businesses.
Alex Tunnell, owner of The Atelier, voiced concerns in a letter to Auburn’s Athletics Director John Cohen, describing the move as a “missed local opportunity” and detrimental to the local ecosystem of small businesses. He emphasized that Auburn’s strength is rooted in its loyal, locally driven fan base, which is vital for hotels, restaurants, and shops in the community.
Eric Stamp, owner of Stamp, echoed similar sentiments, labeling the decision inconsiderate and suggesting it disregards the interests of local business owners. Ian Oriol, owner of Coffee Mafia, acknowledged the marketing benefits for Auburn but pointed out that the decision negatively affects downtown businesses, particularly during the peak football season.
Auburn Mayor Ron Anders articulated his disappointment during a city council meeting, emphasizing the economic importance of home games for local businesses. He shared a personal connection to the issue, recalling that his family’s bookstore relied heavily on business during game weekends, paralleling the current challenges faced by local merchants due to the game’s relocation.
Other council members joined Anders in expressing dissatisfaction with the university’s decision. Councilman Kelley Griswold criticized the university’s action, stating “Shame on the university” in response to the decision that has left local businesses in a difficult position.
In defense of the decision, John Cohen, Auburn’s athletic director, mentioned that relocating to Atlanta could generate up to $5 million for Auburn players through NIL compensation. This statement underscores the university’s priorities regarding financial gains versus local support.
In light of the situation, Mayor Anders urges the community to support local businesses by shopping locally to mitigate the economic impact of losing game-related revenue.
Impact of the Decision
- Auburn University football team is moving its 2026 season opener game to Atlanta.
- Local businesses project financial losses due to fewer home games.
- Significant economic impact of home games on the local area.
- Local officials express disappointment at the university’s decision.
Additional Context
The decision to move the game highlights the ongoing tension between the university’s drive for greater financial opportunities and the need to support local businesses that contribute to the economy during the football season. Community members are rallying to support local businesses as they navigate the challenges posed by this shift.
Frequently Asked Questions
Why is Auburn moving the 2026 season opener to Atlanta?
The shift to Atlanta is aimed at gaining national exposure, increased NIL revenue, and enhanced corporate partnership opportunities.
What impact will moving the game have on local businesses?
Local businesses have expressed disappointment and fear substantial financial losses, with estimates suggesting a few thousand dollars each.
How much economic impact does a single home game generate?
Opelika-Auburn Tourism data indicates that a single home game can generate about $8.7 million in economic impact for the area.
What did Mayor Ron Anders say about the decision?
Auburn Mayor Ron Anders publicly voiced his disappointment, highlighting the importance of home games for the local economy and businesses.
Key Features of the Decision
| Feature | Details |
|---|---|
| Game Date | 2026 Season Opener |
| Original Location | Jordan-Hare Stadium, Auburn |
| New Location | Mercedes-Benz Stadium, Atlanta |
| Impact on Home Games | Only 6 home games instead of 7 |
| Estimated Economic Impact | About $8.7 million per home game |
| NIL Revenue Potential | Up to $5 million for Auburn players from the move |
Deeper Dive: News & Info About This Topic
HERE Resources
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Additional Resources
- OANow: Local Business Concerns over Auburn Game Relocation
- Wikipedia: Auburn University
- AL.com: Auburn Mayor Disappointed with Football Schedule Change
- Google Search: Auburn University football 2026 season opener
- Montgomery Advertiser: Auburn Football Game Move to Atlanta
- Encyclopedia Britannica: College Football
- OANow: Auburn Football’s Economic Impact
- Google News: Auburn Baylor football game 2026
Author: STAFF HERE ATLANTA WRITER
The ATLANTA STAFF WRITER represents the experienced team at HEREAtlanta.com, your go-to source for actionable local news and information in Atlanta, Fulton County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as vibrant music festivals like Shaky Knees and Music Midtown, major cultural celebrations including Dragon Con and the Atlanta Film Festival, and iconic sporting events like the Peachtree Road Race. Our coverage extends to key organizations like the Metro Atlanta Chamber of Commerce and the Atlanta Convention & Visitors Bureau, plus leading businesses in logistics, beverages, and retail that power the local economy such as Delta Air Lines, The Coca-Cola Company, and The Home Depot. As part of the broader HERE network, including HEREAugusta.com and HERESavannah.com, we provide comprehensive, credible insights into Georgia's dynamic landscape.
