SEC Startup Showcases Student-Athlete Innovation Across the Southeastern Conference

Under the bright lights of the SEC Network, SEC Start Up transforms competition into opportunity—showcasing a new kind of student-athlete: one equally driven in business as in sport.

SEC Start Up, the Southeastern Conference student-athlete pitch competition presented by Regions Bank, highlights how student-athletes are building scalable businesses while competing at the highest level of college sports.

For SEC Commissioner Greg Sankey, SEC Start Up represents a shift for student-athletes – from competition on the field to competition in the business world. “This experience proves that student-athletes are more than what people see on game day,” he said. “We’re building ideas that can live far beyond sport.”

We’re building ideas that can live far beyond sport.
Greg Sankey, SEC Commissioner

Now in its third year, the televised event features participants pitching original ventures to a panel of expert judges, with winners selected based on business viability, presentation quality, and long-term potential.

The competition brings together a diverse group of SEC student-athletes turned entrepreneurs. And this year’s competitors bring ideas from the worlds of consumer goods, digital platforms, athlete services, and wellness innovation — demonstrating the breadth of entrepreneurial talent within the SEC ecosystem. And all of them are vying for dollars from the competition to help their ideas get off the ground!

The SEC Start Up judges panel includes recognized leaders across media, finance and entrepreneurship:

You walk in thinking it’s a pitch, but you leave realizing it’s a launchpad.
Shelly Johnston, Regions Bank Vice President Experiential Marketing

Rollins reinforced that perspective, noting a defining advantage among competitors: “What stands out isn’t just the ideas — it’s the discipline and resilience these student-athletes bring into business. That’s what separates good from scalable.”

Their evaluation criteria emphasize not only the strength of each business model but also the founder’s ability to execute under pressure — mirroring the competitive mindset required in SEC athletics.

Shelly Johnston, Regions Bank Vice President Experiential Marketing, highlighted the broader impact of the program: “You walk in thinking it’s a pitch, but you leave realizing it’s a launchpad.”