Alabama and Fanatics Create New Platform Partnership to Reimagine the College Fan Experience - Alabama Athletics
Fanatics and The University of Alabama announced a long-term, multifaceted partnership that includes a wide range of exclusive rights from the University for...
The expanded partnership will allow the University to capitalize on Fanatics merchandising platforms to create, promote, and distribute Alabama merchandise featuring the name, image, and likeness (NIL) rights of current Crimson Tide student-athletes. As a cornerstone of the new agreement, Fanatics will launch The Authentic, the first-ever retail team store to be opened inside Bryant-Denny Stadium. Expected to launch during the upcoming 2022 college football season, the new, one-of-a-kind fan shop powered by Fanatics will feature a significant assortment of officially licensed team apparel and student-athlete NIL merchandise, including customized Nike player jerseys, customized name and number t-shirts, headwear, official game-used memorabilia, on-demand digital trading cards from Topps, and more.
The Authentic retail space will also create innovative engagement opportunities for Crimson Tide student-athletes to provide autographed memorabilia, conduct fan meet and greets, and conduct social media marketing to support sales of their NIL merchandise. Fanatics will work with OneTeam Partners in securing group licensing rights for activation for NIL rights on merchandise, in addition to separate marketing and autographs partnerships.
