Alabama's Extended Learfield Deal Includes First-Of-Its-Kind NIL Hub

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The University of Alabama athletic department has extended its multimedia rights relationship with longtime partner Learfield in a new 15-year agreement that the sports marketing giant calls "one of the longest and most integrated in college athletics."

According to a Learfield release, Alabama has partnered with the firm since 1998, but a highlight of the new agreement is a first-of-its-kind, dedicated NIL hub called The Advantage Center, which will serve as a support center for name, image and likeness pursuits of the more than 600 Crimson Tide student-athletes. Learfield and Alabama will collaborate on the development of the center to provide a physical home and team of dedicated staff to provide education and resources for student-athletes with respect to NIL opportunities, as well as a location to showcase successful local and national NIL relationships.

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