College football is still waiting for its first official commissioner, but Aflac says the job has already been filled. The Aflac Duck has been named the “Commissioner of Coverage” for the 2025 season, returning alongside Nick Saban and Deion “Coach Prime” Sanders in the brand’s annual football campaign.
This marks the fifth consecutive year the trio has shared the screen, continuing a partnership that has delivered measurable growth for the company. “The chemistry between Coach Prime, Coach Saban and the Aflac Duck is still a winning formula,” said Aflac Senior Vice President and Chief Marketing Officer Garth Knutson.
The first new spot, “Commissioner of Coverage”, plays off speculation about whether Saban could one day serve as the sport’s true commissioner. Instead, the Duck steps into the chair and shows fans how Aflac helps cover medical expenses not handled by traditional health insurance. The second commercial, “Everyone Wants Aflac”, features Coach Prime thinking the cameras are there for him, until the Duck takes over as the real star.
Saban leaned into the playful debate: “Some folks have said that I should be the commissioner of college football, but the Aflac Duck has the more important role as the Commissioner of Coverage. Teaming up with Coach Prime and the Aflac Duck for year five has been a lot of fun, and together we’re helping fans understand how to help protect themselves from the financial gap left when health insurance ends and medical bills begin.”
Sanders tied the message to his own health journey. “After my cancer diagnosis, I saw firsthand how a medical event can unexpectedly hit a family not just emotionally, but financially too. Coach Saban has always been a leader on and off the field…people have even called for him to be commish! But when it comes to having your back when health insurance falls short, the Aflac Duck is the real MVP and the Commissioner of Coverage.”
The campaign kicks off Aug. 30 with a doubleheader Aflac Kickoff Game in Atlanta: Tennessee vs. Syracuse, followed by South Carolina vs. Virginia Tech.