Dellenger: Learfield to build unique "NIL hub" within BDS at Alabama

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As part of a new 15-year agreement with Alabama that it announced Tuesday, Learfield is creating a dedicated hub for NIL called The Advantage Center for Crimson Tide athletes’ NIL endeavors, that the company believes is a first nationally. It will be located inside Bryant Denny Stadium with a goal of opening this calendar year, says Learfield CEO Cole Gahagan.

Learfield and Alabama plan to collaborate on the development of the center to provide both a physical home and a staff to educate athletes on NIL opportunities and showcase successful local and national NIL-related relationships.

In renderings provided to Sports Illustrated, the Advantage Center is expected to include a host of NIL-related features: a digital ticker announcing the latest news in athlete deals; a studio with a green screen to provide athletes a place to shoot NIL-related videos; a wall dedicated to Alabama player NIL deals and opportunities; and meeting space to possibly help facilitate brand-and-athlete relationships.

“There’s no company better situated than ours to facilitate NIL. We are connected to over 10,000 brands nationally and locally. We are in the best position to bring those brands into the ecosystem to help create relationships between companies and athletes,” Gahagan says.

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