University of Alabama Introduces "Alabama Always" Licensing Program

The University of Alabama partner with former athletes on branding in merchandise to further the Crimson Tide's efforts in name, image and likeness.

The University of Alabama announced its next advancement in name, image and likeness on Wednesday by unveiling the "Alabama Always" program.

"Alabama Always" seeks to partner with former student-athletes from all 21 varsity athletic programs to allow them to profit from the use of their name, image and likeness on merchandise in conjunction with the Alabama brand.

“The creation of the Alabama Always program is another example of the commitment and care we have for our student-athletes,” said Alabama Director of Athletics Greg Byrne. “We are excited to offer the opportunity for all of our former players across all sports to cobrand their NIL with the Alabama brand for the rest of their lives, while also creating a way for our fans to support them long after they leave campus. So many exceptional student-athletes have become legends over the 130-plus year history of our athletics program, and they will forever be members of the Crimson Tide family.”

Alabama Always is being managed by the University and therefore allows former student-athletes to collect 100% of royalties from merchandise sold through the program. 

“As I’ve said before, our players aren’t just my guys for three years, four years or five years,” said Alabama Head Football Coach Nick Saban. “They’re my guys forever. Alabama Always is a tangible way to show our former student-athletes how much we care about them and want them to feel part of the legacy they helped create at The University of Alabama.”

The program announced significant buy-in already from many well-known former Crimson Tide stars, including former athletic director Bill Battle. 

“I’m extremely honored to be chosen as the first official member of Alabama Always,” said Battle. As someone who was a student-athlete, coach, business executive and athletic director, I’ve had a front row seat to the transformation of collegiate athletics. The Alabama Always initiative is revolutionary and timely in the new world of NIL, while also honoring those who have achieved so much throughout our history.”

The University of Alabama also announced Dont’a Hightower, Marcell Dareus, Reggie Ragland, Johnny Musso, Sylvester Croom, Dwight Stephenson and Courtney Upshaw as initial members, as well as men’s basketball’s Herb Jones, softball’s Haylie McCleney and gymnastics’ Ashley Johnston.

“Being one of the first members of Alabama Always is truly a great privilege. During my weekend as an honorary captain, I was already able to appreciate the benefits of joining when I saw my jersey being sold in The Authentic at Bryant-Denny Stadium," said Hightower. "I’m excited for my old teammates and every former Alabama player who will be able to experience the same thing.”

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