According to a press release from the University of Alabama Athletics department, the program has agreed to a revolutionary deal with LEARFIELD to help connect student-athletes with the fans.

LEARFIELD and the University of Alabama have agreed to a new 15-year partnership which features a first-of-its-kind NIL hub called The Advantage Center. The concept will feature a physical home and a dedicated staff to help provide education and resources for student athletes to develop local and national NIL relationships.

“We’re thrilled to continue working alongside Greg and the outstanding leadership at Alabama, enhancing this longstanding partnership with the most innovative solutions in college sports,” said LEARFIELD President & CEO Cole Gahagan. “From industry-leading data management and content to a first-of-its-kind NIL destination for Crimson Tide student-athletes, the investments that LEARFIELD and the University of Alabama are making to benefit fans, brands and student-athletes is extraordinary.”

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LEARFIELD is the leading media, data and technology services company in intercollegiate athletics. Its relationship with the University of Alabama dates back to 1981 and is responsible for much more than the great radio broadcasts of all the Crimson Tide athletics.

“We thank Cole (Gahagan) and the entire LEARFIELD team, including Jim (Carabin) and everyone at our local property, Crimson Tide Sports Marketing,” added Alabama athletic director Greg Byrne. “Our solid relationships at both the local and national level have been instrumental in our success, and we look forward to the continued collaboration as we expand and lead in this space. Also, we thank LEONA for its work in serving as a consultant throughout the process that helped lead to this landmark deal.”


The Advantage Center will be located inside Bryant-Denny Stadium, next to The Authentic and is the next step of the initiative started in May 2021 to provide student-athletes with the best chance for success in building their personal brands.

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