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Fanatics has signed a deal with the University of Alabama, which includes exclusive e-commerce rights to the SEC powerhouse in addition to rights to fan apparel, NFTs, and trading cards.
Financial terms of the deal weren’t disclosed.
- Fanatics — valued at $27 billion — is the world’s largest licensed sports merchandiser.
- It will open a team store at Bryant-Denny Stadium, Alabama football’s home field.
- The store will allow Alabama athletes to take advantage of NIL opportunities.
A deal with Fanatics adds to what is already a stable athletic department for Alabama.
The Crimson Tide reported a $9.6 million surplus in FY2021. Alabama saw its operating revenue reach $179.8 million during the period with operating expenses at $170.2 million.
Alabama benefited from a $23 million bailout for each SEC school in FY2021. The Tide is poised for a strong FY2022 after a surplus of $16.14 million in FY2020 before fan restrictions.
Lucrative Opportunity
Alabama coach Nick Saban stated that his players have pocketed more than $3 million in NIL deals over the past year during last week’s SEC media days. Saban’s 2021 Heisman Trophy-winning quarterback Bryce Young made nearly $1 million prior to last season.
Saban has voiced his support for players making money through NIL but has concerns over how deals are regulated in ways that maintain a competitive balance.
The seven-time national championship-winning coach claimed in May that rival Texas A&M “bought every player on the team.” Texas A&M coach Jimbo Fisher denied it.
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