ATLANTA, Ga. (April 16, 2024) – The University of Alabama Athletics Department and CLC, the leading collegiate trademark licensing agency and a division of Learfield, have agreed to a 15-year extension to their existing relationship, making it the longest contract extension in the history of the company. The two organizations first began working together in 1981 when Alabama Athletics – one of the most recognizable brands in college athletics – became CLC’s very first client.

By extending its partnership with CLC, Alabama continues to receive access to the company’s proprietary systems and data, expertise, and industry relationships to gain insight into consumer trends to identify opportunities and strategies to continue to build the Alabama brand.

“We are thrilled to continue our long-time partnership with CLC, which has been a highly successful relationship that has helped us deliver the best merchandise and marketing for our passionate Crimson Tide fans,” said Alabama Director of Athletics Greg Byrne. “Our collaboration with CLC has ensured that we are included in first-to-market opportunities and new strategies that help us elevate the Alabama brand in the market.”

In recent years, CLC has worked with Alabama to create unique and innovative programs that have resulted in one-of-a-kind products and retail programs for Alabama fans. Recent programs include:

• College Vault – A vintage-inspired product line utilizing Alabama’s vintage logos to create fashion-forward merchandise collections.
• Alabama Legends– A brand identity developed to bring together product celebrating the success and history of Alabama Athletics, including championship teams, celebrated players, etc.
• Bama Style – An ongoing original social content series, launched in 2017, with the goal of creating consistent messaging about licensed product to fans through Alabama Athletics channels.
• Crimson Tide Outdoors– A brand identity developed to curate existing and new product targeting Alabama fans who enjoy outdoor activities and hobbies. 

Officially licensed Alabama branded merchandise is produced by nearly 600 licensees and carried in more than 3,500 retailers nationwide. Major brands licensed to make Alabama products include IGLOO, Lululemon, Stewart Simmons, Warren Lotas and Wrangler as well as Nike, the school’s athletic sideline provider.

“We are honored that Alabama, our founding client with arguably one of the most notable brands in college athletics, continues to entrust the management and growth of the Alabama brand to our CLC team and is extending our longest running relationship for a record 15-years,” said Cory Moss, President, Brand Management & Marketing, Learfield/CLC. “Our staff remains committed to delivering innovative new products and retail programs to engage the passionate Alabama fan base in the evolving college marketplace.”

In addition to CLC, Learfield represents Alabama Athletics with an enterprise-wide approach through its flagship multimedia rights division, digital ticket and marketing platform provider Paciolan, ticketing and seat-backs seller Learfield Amplify, and college sports digital solutions leader SIDEARM Sports.

 About Learfield

Learfield is a diversified and influential 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 15,000 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.

For media inquiries, contact:

Tammy Purves, CLC, tammy.purves@clc.com, 770-799-3275