Alabama has extended and expanded its media rights agreement with Learfield for up to 15 years in a deal that adds name, image and likeness features, new content, and better access to data and analytics. Financial terms of the deal have not been released, but it is believed to be one of the most lucrative in the country along with Ohio State and Texas, which are also clients of Learfield. Alabama’s previous contract with Learfield, signed in 2014, lasted 10 years and guaranteed the Crimson Tide more than $160 million. This agreement was negotiated before the arrival of the current AD Greg Byrne. In the decade since Alabama negotiated its last media rights deal, the academic landscape has changed dramatically, which is reflected in the content of the new contract:

  • A new content platform created in collaboration with Learfield Studios.
  • New access to data and analytics from the Learfield Fanbase platform.
  • A dedicated NIL center called The Advantage Center, which will be the school’s centerpiece for NIL activity and home to its dedicated staff who will provide education and resources to athletes and their business activity.
  • Alabama and Learfield will work together to develop the new Advantage Center into a showcase for NIL relationships at its new location inside Bryant-Denny Stadium next to The Authentic, Tide’s Fanatics-operated retail store.

Alabama’s relationship with Learfield extends to Sidearm Sports for the official athletics website and Paciolan for ticketing. CLC has also been Tide’s licensing agent since 1981. These agreements are negotiated separately from media rights. Jim Carabin, Learfield’s managing director for the Alabama property, oversees Tide’s media rights, which includes its corporate sponsorship program. Alabama consulted Dan Gales of Leona throughout the process, Byrne said. The Crimson Tide has been with Learfield since 1998.

Byrne said through the school, “Continuing to partner with Learfield will provide us with the resources and innovative solutions to fulfill our mission of providing the best possible experiences for student-athletes and fans. The new NIL Center and exciting new content projects for our fans are just a few examples of how Learfield will continue to help us be the leader in college athletics for years to come.

President and CEO of Learfield Cole Gahagan added, “From industry-leading data and content management to a one-of-a-kind NIL destination for Crimson Tide student-athletes, the investments Learfield and Alabama are making to benefit fans, brands and student-athletes are amazing.”

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