University of Alabama, Fanatics Partners to Reimagine College Fan Experience at Bryant-Denny Stadium


Fanatics and the University of Alabama announced a long-term, multi-faceted partnership that includes a wide range of exclusive rights to UA for activation by Fanatics on its expanded digital sports platform. This comprehensive partnership spans multiple categories, including core licensing rights for fan apparel and headwear, e-commerce, in-stadium retail, physical and digital trading cards and collecting rights.

Fanatics is a long-time partner of the university, operating the official e-commerce destination for the Alabama Department of Athletics at Shop.RollTide.com, as well as the permanent ranking of top-selling licensees for products. Crimson Tide.

Several companies within Fanatics’ digital sports platform will execute this new end-to-end collegiate partnership model, including Fanatics Commerce and Fanatics Collectibles; Topps, the legendary trading card brand, and Candy Digital, a next-generation digital collectibles company.

The expanded partnership will allow UA to capitalize on Fanatics merchandising platforms to create, promote and distribute Alabama merchandise featuring the name, likeness and likeness (NIL) rights of Crimson Tide student-athletes. As a cornerstone of the deal, Fanatics will launch The Authentic, the first retail team store inside Bryant-Denny Stadium.

Scheduled to launch during the 2022 college football season, the one-of-a-kind fan store will feature a sizable assortment of officially licensed team apparel and student-athlete NIL merchandise, including Nike player jerseys personalized, personalized name and number t-shirts. , headwear, official in-game memorabilia, and Topps’ on-demand digital trading cards.

Take a digital peek inside The Authentic @ Bryant-Denny Stadium – A Fanatics Experience from Alabama NewsCenter on Vimeo.

The Authentic retail space will create opportunities for Crimson Tide student-athletes to provide autographed memorabilia, host meet and greets with fans, and conduct social media marketing campaigns to support the sales of their NIL products. Fanatics will work with OneTeam Partners to obtain group licensing rights for activating NIL rights to merchandise, in addition to separate marketing and autograph partnerships.

“Fanatics has been one of Alabama Athletics’ best partners for more than a decade and this new agreement elevates our relationship to new heights,” said UA Athletic Director Greg Byrne. “By leveraging Fanatics’ expanded scope of services, we’ve positioned our university and student-athletes to maximize sales and brand exposure with Fanatics’ premier family of brands, including Fanatics Commerce, Topps and Candy Digital I think our fans will be excited when they see it all come together in The Authentic store at Bryant-Denny, which we plan to open this season.

The University of Alabama has historically been Fanatics’ top-selling collegiate partner, and under the new agreement, Fanatics will gain exclusive rights to be the primary apparel and headwear licensee of the University. Alabama across multiple retail distribution channels. Fanatics Brands, Fanatics’ in-house apparel division, will design, manufacture and distribute an expanded selection of Crimson Tide licensed apparel and headwear. UA will retain the right to administer all licensing fees through its licensing agency, CLC, for the campus and local Tuscaloosa market.

Fanatics Collectibles and Topps have secured the rights to design, manufacture and distribute official physical and digital trading cards. These products will combine use of official University of Alabama marks and NIL rights for current and former Crimson Tide student-athletes. Starting in 2025, Fanatics Collectibles will be the university’s exclusive trading card partner. Candy Digital will be creating digital collectibles and NFTs of some former Alabama greats and current Crimson Tide student-athletes.

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