Alabama opens team store with official apparel, NIL merchandise

Alabama announced a long-term partnership with sportswear company Fanatics In Monday.

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

The expanded partnership between Fanatics and Alabama will allow 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, in Bryant-Denny Stadium. Fans can purchase NIL products directly related to student-athletes from the store, and fanatics will play a major role in stocking The authentic with the goods.

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

Alabama’s announcement has the potential to change the NIL landscape. Schools have gotten creative with improving the student-athlete experience through NIL, but the opening of a team store at Bryant-Denny Stadium is a game-changer.

The authentic is expected to open inside the stadium during the 2022 season.

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