TUSCALOOSA, Ala. – Learfield and Alabama Athletics announced today that industry veteran Evan Hawkins has been named Vice President and General Manager of Crimson Tide Sports Marketing (CTSM), Learfield’s locally based team representing The University of Alabama. In this role, Hawkins will lead CTSM in serving as Alabama Athletics’ revenue-generation partner, delivering innovative solutions across integrated sponsorships, corporate partnerships, and student-athlete marketing opportunities through the LLH Healthcare Advantage Center.
“Evan has built an outstanding reputation throughout college athletics as an innovative leader who understands how to create meaningful partnerships and drive results, and we are excited to welcome him to Alabama,” said Greg Byrne, Director of Athletics at The University of Alabama. “His experience, strategic vision and commitment to serving partners will help us continue building on the momentum we’ve created while supporting the championship success of our student-athletes and programs.”
Hawkins joins Alabama after serving as General Manager of Mountaineer Sports Properties, Learfield’s local team representing West Virginia University. During his tenure, he helped drive revenue growth, deepen strategic corporate partnerships, and strengthen the Mountaineers’ revenue generation programs, including the jersey patch partnership with Antero which spanned 18 WVU varsity sports. Hawkins was recently recognized with Learfield’s 2026 General Manager of the Year Award, and the 2026 Sports Properties Coach of the Year Award for his leadership, business performance and impact at West Virginia. An industry veteran, Hawkins has spent his entire career at Learfield, holding leadership and business development roles supporting West Virginia, North Carolina, Northern Illinois, Houston, Rice, and Troy.
“Evan is an accomplished leader with a proven track record of building high-performing teams, cultivating strong partnerships, and delivering innovative solutions for university partners and sponsors,” said Kim Damron, President of Learfield Sports Properties. “His experience and passion make him the ideal person to lead Crimson Tide Sports Marketing into its next chapter.”
A native of Enterprise, Alabama, Hawkins returns home to lead one of the most successful and respected collegiate properties in the country. CTSM has built an industry-leading portfolio featuring landmark sponsorship assets, including Alabama’s deep relationships with premier corporate partners and a nationally recognized student-athlete marketing program. CTSM’s success mirrors Alabama Athletics’ sustained excellence across men’s and women’s sports, with national prominence and championship success across multiple sports.
“I’m honored to join The University of Alabama and Crimson Tide Sports Marketing,” said Hawkins. “Alabama represents a gold standard in college athletics, and I look forward to working alongside the athletics department, our corporate partners and the outstanding CTSM team to continue creating value for the Crimson Tide brand and delivering innovative partnership opportunities.”
Hawkins will replace long-time Crimson Tide Sports Marketing Vice President and General Manager, Jim Carabin, who will be retiring in the months ahead. The University of Alabama and Learfield extend their deep gratitude to Carabin, who elevated the property into one of the nation’s strongest collegiate sports marketing organizations. Under Carabin’s leadership, CTSM expanded its sponsorship portfolio, pioneered high-impact branding opportunities, along with original content and student-athlete marketing opportunities, while solidifying its position as a leader in the evolving college athletics landscape. Carabin will remain involved in a consulting capacity over the coming months before moving into retirement.
About Crimson Tide Sports Marketing
Crimson Tide Sports Marketing, Learfield’s locally based team representing The University of Alabama, serves as the exclusive multimedia rightsholder for Alabama Athletics. CTSM delivers comprehensive sponsorship, media, digital, hospitality and student-athlete influencer solutions that connect corporate partners with the Alabama brand and its passionate fan base.
About Learfield
Learfield is the leading 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 12,000 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.