As name, image and likeness continues to evolve, Alabama has stepped into the possible next level of this ever-changing aspect of college athletics.

Alabama will partner with Fanatics and open a team store within Bryant-Denny Stadium called The Authentic. It will feature co-branded player merchandise such as customized Nike jerseys, game-used/autographed memorabilia and trading cards.

The school announced will feature the first-ever retail team store to be opened inside Bryant-Denny Stadium.

The Authentic retail space will also create innovative engagement opportunities for Crimson Tide student-athletes to provide autographed memorabilia, conduct fan meet and greets, and conduct social media marketing to support sales of their NIL merchandise. Fanatics will work with OneTeam Partners in securing group licensing rights for activation for NIL rights on merchandise, in addition to separate marketing and autographs partnerships.

“Fanatics has been one of Alabama Athletics’ top partners for more than a decade and this new deal elevates our relationship to new heights,” said Greg Byrne, Alabama’s Director of Athletics. “By taking advantage of the expanded breadth of Fanatics’ services, we have put our University and student-athletes in a position to maximize sales and brand exposure with Fanatics’ blue-chip family of brands, including Fanatics Commerce, Topps, and Candy Digital. I think our fans will be fired up when they see everything come together inside The Authentic shop at Bryant-Denny, which we plan to open this season.”