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Last Updated on February 17, 2023
The University of Alabama athletics department extended its multimedia rights with partner LEARFIELD to 15 years, making it one of the longest and most integrated agreements in college athletics. The media, data and technology services company will continue to deliver service offerings and customized programs to Crimson Tide fans and student-athletes.
The Advantage Center
Carrying on their relationship since 1998, over 600 of Alabama’s student-athletes can now benefit from the first-of-its-kind NIL hub deemed The Advantage Center.
There will also be the development of a physical building for the center in Tuscaloosa, equipped with a staff ready to provide resources and education about all things NIL. It will also serve as a location to showcase successful NIL deals.
“LEARFIELD is the industry leader in cutting-edge fan engagement and brand connectivity,” Alabama Director of Athletics Greg Byrne said. “Continuing to partner with LEARFIELD will provide us with the resources and innovative solutions to deliver on our mission of providing the best student-athlete and fan experiences possible. The new NIL center and plans for exciting new content for our fans are just a few examples of the ways in which LEARFIELD will continue to help us be the leader in college athletics for years to come.”
The Advantage Center will be in the Bryant-Denny Stadium next to The Authentic, the university’s team retail store powered by Fanatics that features NIL merchandise. The building will include a green room, recording studios and a conference room.
This new opportunity for student-athletes is continuing the initiative started by Alabama athletics in May 2021 that focuses on educating and providing tools for its athletes to succeed in building their personal brands.
Longstanding Partners
The partnership between LEARFIELD and the Crimson Tide is one that extends well beyond the NIL sphere and multimedia rights. LEARFIELD’s licensing division, CLC, has been in Tuscaloosa since 1981 as the university’s exclusive licensing agent. The company also owns Paciolan and SIDEARM Sports, who represent Alabama’s ticketing and official athletics website.
“We’re thrilled to continue working alongside Greg and the outstanding leadership at Alabama, enhancing this longstanding partnership with the most innovative solutions in college sports,” LEARFIELD President & CEO Cole Gahagan said. “From industry-leading data management and content to a first-of-its-kind NIL destination for Crimson Tide student-athletes, the investments that LEARFIELD and the University of Alabama are making to benefit fans, brands and student-athletes is extraordinary.”
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