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Auburn Today
By the People, for the People
Auburn HC Alex Golesh Opens Up on Keeping Boosters Happy in NIL Era
New Tigers coach understands the need to maintain strong relationships with program's donor base.
Published on Feb. 18, 2026
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In an exclusive interview, new Auburn head football coach Alex Golesh discussed the challenges of keeping the program's boosters and donor base happy in the era of name, image and likeness (NIL) deals. Golesh, who previously served as head coach at South Florida, emphasized the importance of being upfront and honest with boosters about how their financial support is being used.
Why it matters
Maintaining strong relationships with boosters and donors is crucial for college football programs, as their financial contributions help fund scholarships, facilities, coaching salaries and other key aspects of the program. In the NIL era, where players can now profit off their name, image and likeness, managing those booster relationships has become even more complex for head coaches.
The details
Golesh, who took over as Auburn's head coach following the 2025 season, said that while the program's boosters provide significant funding, he has to be careful about allowing them to be involved in decision-making. "If you're going to spend money and then want to be involved in decision-making, then we're good. We don't need your money," Golesh said. "If you're upfront and honest from the beginning, you've got a chance." Golesh had previous success as head coach at South Florida, leading the Bulls to bowl eligibility in all three of his seasons there.
- Golesh took over as Auburn's head coach following the 2025 season.
- Golesh previously served as head coach at South Florida for three seasons, from 2023-2025.
The players
Alex Golesh
The new head football coach at Auburn University, taking over the program following the 2025 season. Golesh previously served as head coach at the University of South Florida from 2023-2025.
Hugh Freeze
The former head coach of the Auburn Tigers, who was unable to lead the team to better results during his tenure, as they finished 5-7 overall and 1-7 in SEC play in 2023.
What they’re saying
“Are there people involved in helping fund this operation? Hell yeah, you need those people. It's also being very real with them, it's having conversations, and it's being really honest.”
— Alex Golesh, Head Football Coach, Auburn University (On3)
“They have a right to know what you're spending money on. But you have to be really careful. If you're going to spend money and then want to be involved in decision-making, then we're good. We don't need your money. If you're upfront and honest from the beginning, you've got a chance.”
— Alex Golesh, Head Football Coach, Auburn University (On3)
What’s next
Golesh will look to build on his previous success as a head coach and get the Auburn Tigers football program back into national championship contention in the coming seasons.
The takeaway
In the era of name, image and likeness deals, college football coaches must navigate the complex relationships with their program's boosters and donor base. As Golesh emphasized, being upfront and honest about how funds are used is crucial, while also maintaining control over key program decisions.
