How New Laws Could Steer Alabama’s Football Identity in a New Direction

July 21, 2025 by Staff

Who dares talk about American football and fails to mention Alabama? Just recently, YouGov published a poll that ranked the Crimson Tide as the 28th most popular football team. In another study by USA Today, Alabama was highlighted as the most searched college football team for five years straight. And you might actually be surprised to find out that by 2021, the team had over four million fans.

However, with such a massive following and a storied legacy comes a new set of challenges. For instance, legal developments in college sports affect how fans connect with players and coaches build strong teams. As a result, this team finds itself needing to adapt.

Interestingly, some of these legal shifts extend beyond just football. In recent years, discussions about the legalization of Alabama online casinos and other digital gambling forms have dominated the state. Mark you: This is coming when many US states are opening their doors to iGaming, which could push the state to rethink its stance. If these changes take hold, they could open up new revenue streams for football and reshape how fans engage with sports, as participants in a broader digital ecosystem that connects entertainment and competition.

How are NIL Deals Changing the Power Dynamics?

There was a time when committing to the Tide meant chasing legacy and working through the ranks. But with the introduction of Name, Image and Likeness deals, this picture has changed. Since 2021, NCAA athletes have been able to control how their image is used and earn more money.

Surprisingly, the first year alone saw athletes earn up to $917 million from these contracts. In the subsequent years, the numbers only continued to increase as more companies expanded their NIL partnerships. As a result, GlobalEdge recently reported that these deals will generate over one billion dollars within the next few months.

Narrowing down to the Tide, players earned a staggering $13 million in 2024 alone. For individuals who haven’t even started a conference game, such amounts of money can be life-changing. But for football teams, NIL contracts come with real challenges.

Remember, in the past, Alabama would recruit based on legacy, championships and player development. But now that other schools with deep-pocketed boosters and aggressive marketing collectives can compete on financial terms, the decision process for recruits becomes even more challenging.

After all, why would you chase rings in Tuscaloosa when you can earn more at a mid-tier program with fewer expectations? The ease of transferring for better NIL opportunities can also disrupt team continuity and make it hard to build a consistent and cohesive squad.

Have Conference Realignment and Media Rights Played Any Role?

About four years ago, there were whispers that Texas and Oklahoma were in talks with the Southeastern Conference (SEC) about joining. With these teams coming on board, it feels like some of the classic rivalries are starting to fade, and the schedules are being tweaked more for TV ratings than for the love of the game.

Perhaps you remember the 10-year deal between the SEC and ESPN announced in 2020. About five years after the signing of the contract, both parties seem to be reaping the benefits. Reports have shown the SEC dominating the noon, afternoon (3:30 p.m.) and primetime shows in previous seasons. A good example is during the 2024 season, when all seven of the top 10 streamed games on ABC involved at least one Southeastern Conference team.

These changes mean teams are traveling further, and fans must keep up with a system that now serves shareholders as much as students and alumni. While this could mean more exposure for teams, it also means losing a little bit of what made SEC Saturdays sacred. Instead of building the season around the Iron Bowl or traditional matchups with LSU or Ole Miss, the focus shifts to increasing viewership, which could possibly erode this state’s football culture.

And How About The Transfer Portal?

As you’ve already read, commitment used to mean something in the past. When a player chose the Tide, it meant they were in it for the long haul. But not any longer. Just last year (2024), over 31,000 athletes entered the NCAA Transfer Portal. Entering the portal serves as a clear message to the athlete’s current team that they intend to leave and lets other schools know they’re open for business.

Imagine a world where players can transfer just once and instantly be eligible to play at their new school. This shift is part of the reason the Tide faced a surprising exodus of over 20 players after finishing last season with a 9-3 record. While they did bring in 10 new transfers, this constant movement can make it tough for fans to really connect with the players. It can also make it hard for coaches to build team cultures that focus on growth and loyalty.

Even though Alabama football is still riding high, these recent legal changes are stirring the pot. For instance, the NCAA has lifted transfer restrictions, which could impact how fans connect with players. This means the Crimson Tide will need to be smart about their strategy if they must keep their status as a fan favorite.