Auburn University Athletics Director John Cohen and his family stepped up big on November 22, 2025, announcing a special $5 Ticket Day at Jordan-Hare Stadium for the Tigers’ upcoming matchup against Samford on November 29. Dubbed “Family First Fridays” by the Cohen clan, this fan-focused giveaway targets low-income families across Alabama, offering deeply discounted general admission seats to give kids and parents—who’ve never set foot in the iconic 87,451-seat fortress—their first taste of live Auburn football. With season tickets sold out for the third straight year and premium upgrades booming under Cohen’s watch, this gesture flips the script on affordability, ensuring the Plains isn’t just for the well-heeled. It’s the kind of off-field play that has War Eagle Nation roaring louder than a fourth-quarter comeback. 🐅🏟️💙
The Announcement: A Family Affair with Cohen Heart
Cohen, the 53-year-old Mississippi State alum who’s transformed Auburn Athletics since taking the reins in 2022 (hello, record $100M+ in donations and a men’s golf national title), didn’t drop this solo. Joined by wife Becky and their three kids—Jackson (20), Hannah (18), and Will (15)—he shared the news via a heartfelt video on Auburn’s official X account and website. Filmed amid tailgate setups outside Jordan-Hare, Cohen beamed: “Auburn’s about more than wins—it’s about building memories that last a lifetime. My family and I grew up on bleachers and barbecues; we want every Alabama kid to feel that magic. $5 tickets? That’s our way of saying, ‘You’re part of the Auburn Family—come on in.’ War Damn Eagle!”
The promo covers up to four tickets per family (kids 12 and under free with an adult), bundled with a complimentary War Eagle goodie bag (think foam fingers, face paint, and Auburn coloring books). Distribution? Through partnerships with local food banks, Boys & Girls Clubs, and the Alabama Department of Human Resources—priority for households below 200% of the federal poverty line. Over 5,000 tickets are earmarked, potentially filling entire upper-deck sections with first-timers. “We’ve got stories already pouring in—single moms from Montgomery, farm families from the Wiregrass—who’ve dreamed of this but couldn’t swing the cost,” Cohen told AL.com post-announcement. “Jordan-Hare’s our cathedral; let’s pack it with new pilgrims.”
Why It Matters: Accessibility in the Age of Premium Everything
Jordan-Hare, home to Auburn since 1939 and fresh off a $20M north end zone facelift (new video board, premium suites, and multi-use training spots unveiled this fall), has seen ticket prices climb with demand—average resale for big games like the November 15 Georgia thriller hit $250+. Cohen’s been vocal about balancing that boom with inclusivity, echoing his Starkville days where he greenlit family zones and youth clinics. “Premium seating sells out because fans want it,” he said in a February 2025 interview. “But we can’t forget the roots—making sure low-income families aren’t priced out. This $5 day? It’s step one toward annual traditions.”
The timing’s poetic: Auburn sits at 7-3, eyeing a Music City Bowl bid after a 28-24 upset over Vanderbilt last weekend (QB Payton Thorne’s 280-yard, 3-TD clinic). Against FCS foe Samford, it’s a low-stakes spotlight for the initiative—no blackouts, just blue skies and barbecues. Early RSVPs have topped 2,000, with Cohen’s family personally manning a “Welcome Tent” on game day to hand out tickets and high-fives.
Fan Reactions: Tears, Cheers, and War Eagle Waves
Social media? A tidal wave of gratitude. #AuburnFamilyFirst trended regionally within hours, with X posts like @AubMomOf4: “Tears here—my boys (ages 5-10) get their first game thanks to the Cohens. Single income, but War Eagle forever! 🥲🐅” racking up 10K likes. Head coach Hugh Freeze chimed in: “John’s not just our AD; he’s the heart of this program. Families filling the stands? That’s how we win off the field too. RTR… wait, WDE!” Even rivals nodded—Bama’s own Kalen DeBoer: “Classy move, John. Roll Tide salutes War Eagle on this one.”
Local impact? Nonprofits like the Food Bank of Central Alabama reported a 300% signup spike, while elementary schools in Lee County are organizing bus trips. One viral story: A Dothan dad, laid off from mill work, messaged Cohen directly: “Coach, this means holidays with heroes—my girls will remember Auburn forever.” Cohen’s reply? “Bring ‘em—seats 12-15, Row AA. We’ll save a spot for Santa.”
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