The University of Alabama entered into a licensing deal with Firestone on Tuesday, according to ESPN business reporter Darren Rovell.

Crimson Tide tires will soon be available for super-fans, with the prices starting at $139 each:

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Why they’re called Crimson Tide tires and not Crimson Tires is nothing short of a missed marketing opportunity.

However, Firestone and Alabama will soon give a totally different meaning to the phrase “Roll Tide.”