Alabama’s extended relationship with Learfield includes a dedicated NIL center

The University of Alabama Department of Athletics has expanded its multimedia rights relationship with long-time partner LEARFIELD to offer enhanced service offerings and customized programs to Crimson Tide fans and student-athletes.

The new 15-year agreement, one of the longest and most integrated in collegiate athletics, builds on the traditional components that have encompassed the relationship since 1998, with several new strategic initiatives, including an original content platform in collaboration with LEARFIELD Studios and access to robust data and analytics enhancements across the company’s fanbase infrastructure to better connect with Alabama fans.

A highlight of the new agreement is a unique, dedicated NIL center called The Advantage Center, which will serve as the epicenter for supporting the Names, Pictures, and Likenesses (NIL) effort for the more than 600 Crimson Tide student-athletes. LEARFIELD and Alabama Athletics will work together to develop the center to provide a physical home and team of dedicated staff to provide education and resources to student-athletes regarding NIL opportunities, as well as a place for successful local and national NIL -Relationships can be presented.

“LEARFIELD is the industry leader in cutting-edge fan engagement and brand connectivity. Continuing our partnership with LEARFIELD will provide us with the resources and innovative solutions to fulfill our mission of providing the best possible experience for students, athletes and fans,” said Athletics Director Greg Byrne. “The new NIL Center and plans for exciting new content for our fans are just a few examples of how LEARFIELD will continue to help us be at the forefront of collegiate athletics for years to come.”

The Advantage Center builds on the initiative launched by Alabama Athletics in May 2021 to teach and provide Crimson Tide student-athletes with the tools necessary to build and strengthen their personal brand. The new center will be located at Bryant Denny Stadium adjacent to The Authentic, UA’s Fanatics operated retail store which offers ZERO opportunities through licensed branded merchandise.

“We are very excited to continue working with Greg and the outstanding leadership of Alabama, and to expand this long-standing partnership with the most innovative solutions in collegiate sports,” said Cole Gahagan, LEARFIELD President and CEO. “From industry-leading data management and content to a unique NIL destination for Crimson Tide student athletes, the investments LEARFIELD and the University of Alabama are making to benefit fans, brands and student athletes are exceptional. ”

The long-standing ties between LEARFIELD and Alabama extend well beyond the multimedia rights agreement. LEARFIELD-owned companies Paciolan and SIDEARM Sports also represent the Crimson Tide for ticketing and the official athletics website,, respectively. In addition, LEARFIELD’s Licensing Division, CLC, has been the exclusive licensing agent for Alabama since 1981. Crimson Tide Sports Marketing, led by Vice President and General Manager Jim Carabin, oversees all aspects of the comprehensive multimedia rights relationship and manages the corporate partner platform with all athletics sponsors.

“We would like to thank Cole (Gahagan) and the entire LEARFIELD team, including Jim (Carabin) and everyone at our local company, Crimson Tide Sports Marketing,” added Byrne. “Our strong local and national relationships have been instrumental in our success and we look forward to continuing to work together as we expand and lead in this space. We also thank LEONA for his work as an advisor throughout the process leading to this landmark transaction.”

LEAF FIELD is a leading media, data and technology services company in high school sports. The company unlocks the value of college sports for brands and fans through an omnichannel platform with innovative content and commerce solutions. LEARFIELD services include licensing and multimedia sponsorship management; publishing, audio, digital and social media; data analysis; Ticketing, ticket sales and professional concession know-how; branding; campus-wide business and sponsorship development. Since 2008 it has acted as the title sponsor for the celebrated LEARFIELD Directors’ Cup and supports the sports departments of all divisions.

*** This information comes from a recent press release from Alabama Athletics.

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