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Fanatics Deal with Alabama Includes Team Store at Stadium

  • Financial terms of the deal weren’t disclosed.
  • Fanatics is the world’s largest licensed sports merchandiser.
Fanatics

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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