Alabama Opening Team Store With Official Apparel, NIL Merchandise

The Crimson Tide are taking advantage of the new NIL rules to benefit their student-athletes inside Bryant-Denny Stadium.
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Alabama announced a long-term partnership with sports apparel company Fanatics on Monday.

The multifaceted partnership includes a “wide range of exclusive rights” from Alabama for Fanatics to activate across its platform.

The expanded partnership between Fanatics and Alabama will allow the Crimson Tide to enhance the student-athlete experience through recent name, image and likeness (NIL) legislation. 

Alabama also plans to open its first-ever retail team store, The Authentic, within Bryant-Denny Stadium. Fans can purchase NIL merchandise tied directly to the student-athletes at the store, and Fanatics will play a major role in stocking The Authentic with merchandise.

The Authentic will also provide student-athletes with the opportunity to engage with fans via meet-and-greets, autographed memorabilia and more.

The announcement by Alabama has the potential to change the NIL landscape. Schools have been creative in ways to enhance the student-athlete experience through NIL, but opening a team store within Bryant-Denny Stadium is a game changer.

The Authentic is scheduled to open inside the stadium during the 2022 season.

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Mike McDaniel
MIKE MCDANIEL

Mike McDaniel is a staff writer on the Breaking and Trending News team at Sports Illustrated, where he has worked since January 2022. His work has been featured at InsideTheACC.com, SB Nation, FanSided and more. McDaniel hosts the Hokie Hangover Podcast, covering Virginia Tech athletics, as well as Basketball Conference: The ACC Football Podcast. Outside of work, he is a husband and father, and an avid golfer.