JUST NOW: OMG! Auburn Legend Bo Jackson Named General Manager to Propel Tigers Football Into New Era of Dominance
AUBURN, AL — June 29, 2025
In a stunning and emotional press conference held at Jordan-Hare Stadium this morning, Auburn University President Dr. Christopher Roberts announced that Bo Jackson, the legendary two-sport icon and Auburn’s most celebrated athletic alumnus, has officially been named General Manager of Auburn Football — a groundbreaking new position designed to unify athletics, alumni engagement, player development, and recruiting operations under one powerful leader.
The appointment sent immediate shockwaves through the college football world and ignited a wave of euphoria across the Auburn community. Jackson, 62, was welcomed with a standing ovation from current players, coaches, donors, and fans packed into the press room.
> “This is more than coming home,” Jackson said, visibly emotional. “This is about building a future worthy of Auburn’s past. We’re going to bring pride, toughness, and class back into every snap. And yes — we’re coming for titles.”
A Historic Role for a Historic Figure
Bo Jackson’s resume needs little introduction. A Heisman Trophy winner (1985), No. 1 NFL Draft pick, MLB All-Star, and the only athlete in history to be named an All-Star in both professional baseball and football, Jackson has long been an iconic symbol of Auburn pride and athletic excellence. But this new role marks his first formal position within the university’s football operations.
As General Manager, Jackson will oversee:
Recruiting strategy and retention, working directly with the coaching staff to identify and connect with high-character, high-talent prospects.
Player wellness, NIL guidance, and life skills development, ensuring athletes are supported both on and off the field.
Alumni and donor relations, leveraging his unmatched stature to energize the Auburn family around football initiatives.
Facilities planning and innovation, with Jackson already pledging to help lead a $75 million campaign to renovate Auburn’s athletic complex.
A Bold Move by the Tigers
Head Coach Hugh Freeze, who stood beside Jackson during the announcement, called it “the most energizing decision Auburn’s made in a decade.”
> “Bo’s presence is electric. His love for Auburn is real. And he’ll be a daily part of this team’s heartbeat. With Bo on board, we’re not just building a roster — we’re building a dynasty.”
Athletic Director John Cohen noted that the creation of the General Manager role follows a growing trend in elite-level college football programs, merging traditional coaching infrastructure with modern executive leadership — but Auburn is the first in the SEC to appoint a former Heisman winner to the job.
Reaction Across the Sports World
Social media exploded within minutes of the announcement. Former NFL stars, Auburn legends, and college football insiders all weighed in.
> “Bo Jackson as GM at Auburn? That’s how you win the hearts and minds — and games,” tweeted ESPN analyst Kirk Herbstreit.
“Best hire in the country. Period. Auburn just woke up a sleeping giant,” posted SEC Network’s Paul Finebaum.
“I’d commit to Auburn today just to meet Bo,” joked a 5-star wide receiver on X.
Bo’s Vision: “Win With Integrity”
Jackson made it clear this won’t be about glitz — it’s about grit.
> “We’re going to win, but we’re going to do it the right way. No shortcuts. No gimmicks. Just real Auburn football. And we’ll make this program something every player — past, present, and future — can be proud of.”
Already, Jackson has scheduled player meet-and-greets, recruiting visits, and alumni fundraisers, and insiders say a new “Bo Built” NIL mentorship program is set to launch by fall.
Looking Ahead
With Auburn facing a pivotal 2025 season and a brutal SEC schedule, the timing of Jackson’s appointment couldn’t be more significant. But for fans, it’s not just about the games.
It’s about identity. Passion. Family. And faith in the future.
And now, Auburn’s future rides with the man who once ran faster than a horse, shattered records, and put the Plains on the map.
Bo knows Auburn. And Auburn just got a whole lot stronger.
