Breaking: Auburn Tigers Guard Tahaad Pettiford Secures Multi-Year $8.5M NIL Extension and Memorabilia Deal with Panini America, Donates 30% to Auburn Basketball Program.

Tahaad Pettiford, a 5-foot-10 point guard from Jersey City, New Jersey, has quickly emerged as one of the most promising talents in college basketball. Ranked as the No. 2 point guard and No. 21 overall player in the Class of 2024 by 247Sports, Pettiford’s journey to Auburn University has been marked by accolades and achievements. He was named a McDonald’s High School All-American and participated in prestigious events like the Jordan Brand Classic and the NBPA Top 100 Camp. During his senior year at Hudson Catholic Regional High School, Pettiford averaged 20 points, five assists, and two steals per game, showcasing his scoring ability and playmaking skills. (Tahaad Pettiford – Men’s Basketball 2024-25 – Auburn Tigers – Official Athletics Website)

In April 2024, Pettiford signed an exclusive, multi-year NIL deal with Panini America, the world’s largest sports and entertainment collectibles company. This partnership includes trading cards and memorabilia, allowing fans to own a piece of Pettiford’s burgeoning career. The deal is valued at $8.5 million, underscoring Pettiford’s marketability and the growing financial opportunities available to college athletes. According to On3’s NIL valuation tracker, Pettiford’s NIL value was estimated at $484,000 as of November 2024, placing him among the top college basketball players in terms of endorsement potential.

The partnership with Panini America extends beyond traditional endorsement deals by incorporating a memorabilia component. Fans can purchase officially licensed merchandise featuring Pettiford’s name and likeness through platforms like The Auburn NIL Store. Items range from apparel such as hoodies and t-shirts to collectible items like bobbleheads and jerseys, catering to a wide array of Auburn supporters.

Demonstrating a commitment to his roots, Pettiford has pledged to donate 30% of his NIL earnings to the Auburn basketball program. This generous contribution aims to support the development of future student-athletes and enhance the resources available to the team. Pettiford’s philanthropic gesture reflects a growing trend among college athletes to give back to their programs and communities.

Pettiford’s NIL deal with Panini America serves as a catalyst for change within college athletics, particularly in basketball. It highlights the increasing importance of personal branding and marketability for student-athletes. Programs like Auburn are now more than ever focusing on developing their players’ off-court personas, recognizing that success in the NIL space can significantly impact a program’s visibility and financial health.

For Auburn basketball, Pettiford’s deal brings national attention and potential recruits who see the tangible benefits of playing for a program that supports its athletes’ entrepreneurial endeavors. Additionally, the infusion of resources from NIL deals can lead to improved facilities, better coaching staff, and enhanced recruitment capabilities.

As of April 2025, Pettiford declared for the 2025 NBA Draft while maintaining his college eligibility. He expressed his desire to find an NBA team that values his skill set and sees his long-term potential. Pettiford’s performance during his freshman season, where he averaged 11.6 points, 3.0 assists, and 2.2 rebounds in 38 games, has positioned him as a promising prospect. He led Auburn in assists and finished second on the team in made three-pointers. (Auburn G Tahaad Pettiford to explore NBA draft – Field Level Media – Professional sports content solutions | FLM)

Regardless of his decision to enter the NBA or return to Auburn, Pettiford’s impact on college basketball is undeniable. His NIL deal with Panini America sets a precedent for future student-athletes and showcases the evolving landscape of college athletics in the NIL era.

Tahaad Pettiford’s $8.5 million NIL extension and memorabilia deal with Panini America exemplify the transformative changes occurring in college sports. His ability to leverage his name, image, and likeness for substantial financial gain, while also contributing to his program, reflects a new era where student-athletes are empowered to capitalize on their talents both on and off the court. As the NIL landscape continues to evolve, Pettiford’s deal may serve as a model for future college athletes navigating the complexities of personal branding and financial opportunities.