Unique NIL Facility to Provide Resources, Education and Support to Crimson Tide Student-Athletes

TUSCALOOSA, Ala. – The University of Alabama’s Athletic Department and LEARFIELD, the media and technology company powering college sports, joined forces to open The Advantage Center on Thursday, Sept. 21 in an innovative display of leadership in the collegiate name, image and likeness (NIL) space.

The two organizations collaborated on the development and build-out of the center to deliver a physical home and team of dedicated staff to provide education, content creation, and personal brand building resources for student-athletes with respect to NIL opportunities, as well as a location to showcase successful local and national NIL brand/sponsor relationships.

“We’ve been looking forward to opening the doors of The Advantage Center from the day we started discussing this concept,” said Alabama Director of Athletics Greg Byrne. “Having a dedicated, multifunctional space for our student-athletes to do things like record podcasts, film videos in a green room, engage with brand partners and participate in educational workshops was very important to us, and we’re appreciative of Learfield for taking this idea and making it come to life. The University of Alabama offers a great academic, athletic and social experience and provides a stage and, now with the addition of The Advantage Center, a structure around it to support our student-athletes at the highest level when it comes to NIL.”

The specially designed dedicated NIL hub – located in Bryant-Denny Stadium – will set the blueprint for supporting all Alabama student-athletes as they look to maximize their NIL opportunities. The more than 650 student-athletes across the Crimson Tide’s 21 sports programs will have access to education modules and workshops, one-on-one strategy meetings, individual profile development and the NIL Accelerator program which includes collaboration with the UA School of Law, the Alabama Entrepreneurship Institute, and the Culverhouse School of Accountancy.

“The University of Alabama is a long-time LEARFIELD partner, and it’s been an honor to collaborate with Greg and his team to deliver one of the most innovative NIL resources in college athletics,” said LEARFIELD President and CEO Cole Gahagan. “NIL is evolving by the day, and the launch of the Advantage Center is just one more example of how the LEARFIELD team is leading on practically every front – creating more opportunities for student-athletes, school partners, and brand sponsors.”

The center will feature a LEARFIELD Always On content team dedicated to helping student-athletes create original content for their NIL activities as well as access to social media content specialists, a production studio and meeting spaces for brand engagement and planning, along with other amenities to enhance the NIL experience for the Crimson Tide.

The Center was designed and built by Alabama-based firms Davis Architects and Harrison Construction, which was recently recognized by the Alabama State Chapter of the Association of Builders and Contractors with the 2023 Excellence in Construction Award for its work on the Advantage Center. Populous provided interior graphics services.

LEARFIELD is a diversified and influential media and technology company powering college athletics. Through its digital and physical platforms, LEARFIELD owns and leverages a deep data set and relationships in the industry to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties. With ties to over 1,200 collegiate institutions and over 15,000 local and national brand partners, LEARFIELD’s presence in college sports and live events delivers influence and maximizes reach to target audiences. With solutions for a 365-day, 24/7 fan experience, LEARFIELD enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative marketing initiatives, NIL solutions, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed LEARFIELD Directors’ Cup, supporting athletic departments across all divisions.