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Alabama athletics announces new partnership with NASCAR

ns_headshot_2024-clearby:Nick Schultz•08/19/22•

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Alika Jenner | Getty Images

Alabama has a new sponsorship partner. The Crimson Tide are starting their engines.

Alabama is partnering with NASCAR as an official partner of Alabama Athletics, the university announced Friday. After making the announcement, the Crimson Tide Sports Network dropped the first NASCAR-sponsored episode of Crimson Drive to kick off the new agreement.

This isn’t the first new partnership Alabama has announced recently. Last month, the Crimson Tide confirmed a new agreement with Fanatics that will feature NIL merchandise at Bryant-Denny Stadium and an NIL activation area for student-athletes.

Alabama is coming off a national championship appearance in 2021 and brings back multiple important playmakers, including Heisman Trophy winning quarterback Bryce Young and likely Heisman contending linebacker Will Anderson. The Crimson Tide topped the preseason AP Top 25 earlier this week as expectations remain high in Tuscaloosa.

More on Alabama’s NIL partnership with Fanatics

The Fanatics-run store at Alabama should open during the 2022 season. It will have customized Nike player jerseys, customized name and number t-shirts, and headwear. Fans can also buy official game-used memorabilia, on-demand digital trading cards from Topps, and more.

“Fanatics has been one of Alabama Athletics’ top partners for more than a decade and this new deal elevates our relationship to new heights,” Alabama’s athletic director Greg Byrne said in a statement. “By taking advantage of the expanded breadth of Fanatics’ services, we have put our University and student-athletes in a position to maximize sales and brand exposure with Fanatics’ blue-chip family of brands, including Fanatics Commerce, Topps, and Candy Digital. I think our fans will be fired up when they see everything come together inside The Authentic shop at Bryant-Denny.”

According to the program’s news release, Alabama has been Fanatics’ top-selling collegiate partner. This deal highlights yet again how NIL has completely changed things for student-athletes. Just over a year ago, players would be penalized for accepting any compensation for their autographs. Now, Alabama players can sign gear while also selling jerseys with their names on them right in Bryant-Denny.

On3’s Nikki Chavanelle contributed to this report.