According to an ESPN report, former running back Derrick Henry and head coach Nick Saban have announced a multi-million dollar endorsement deal for Alabama Crimson Tide football. Bryant-Denny Stadium hosted a press conference where the announcement was made.

The beating heart of Alabama football history, Bryant-Denny Stadium, served as the backdrop to an announcement that could redefine the college football endorsement landscape. On Monday, in front of media outlets, boosters, and fans, legendary Alabama running back Derrick Henry and retired head coach Nick Saban stood side by side to unveil a groundbreaking multi-million dollar endorsement partnership aimed directly at enhancing the Alabama Crimson Tide football brand.

In a press conference brimming with nostalgia and forward-looking ambition, Henry and Saban revealed that they have joined forces with an elite sports marketing agency and private investment group to roll out what is being called the most comprehensive endorsement and branding initiative in Alabama football history. This partnership, reportedly valued in the high eight-figure range, is focused on expanding Alabama’s reach in the NIL era, strengthening recruiting, and modernizing the Crimson Tide’s presence across digital and commercial platforms.

“This isn’t just about us,” said Henry, the 2015 Heisman Trophy winner. “It’s about Alabama football—its past, its present, and more importantly, its future. Coach Saban changed my life, and together, we want to help change the lives of the young men who wear this jersey now and in the years to come.”

The announcement represents more than a business venture—it’s a reunion between two titanic figures whose legacies are intertwined with Alabama’s dynastic run over the last two decades. While Saban officially retired in January 2024 after 17 seasons and six national titles at Alabama, his influence still radiates throughout Tuscaloosa. Henry, one of the crown jewels of Saban’s recruiting prowess, remains one of the program’s most recognizable NFL success stories.

“Derrick epitomizes what Alabama football is all about: hard work, humility, and excellence,” Saban said during the press conference. “I always told my players that this is about building a brand—not just for the team, but for yourself as a man. Now we get to take that message and amplify it for generations to come.”

The endorsement deal will feature a combination of media campaigns, social outreach, NIL facilitation, apparel collaborations, and community events under a new branding initiative dubbed “The Crimson Legacy Project.” This platform will spotlight Alabama players past and present, telling their stories through a polished mix of digital content, charitable initiatives, and sponsorship-backed programs.

Sources familiar with the deal told ESPN that the financial structure includes contributions from private donors, commercial sponsors, and Henry’s personal investment. The project is also supported by a newly-formed advisory board that includes former NFL players, branding experts, and Alabama athletic department officials.

“We’re talking about a movement that bridges tradition with innovation,” said one advisor. “It’s not just slapping a logo on a billboard—it’s about using Derrick’s platform and Coach Saban’s vision to redefine how a college football brand operates in the NIL era.”

Among the key goals outlined in the project’s mission statement:

• Player Empowerment: Facilitating opportunities for current athletes to build their personal brands through workshops, media training, and sponsorship pipelines.
• Recruiting Edge: Providing prospective recruits and their families with clear insight into the brand-building potential of playing for Alabama.
• Alumni Integration: Leveraging the visibility of Alabama greats—from Julio Jones to Jalen Hurts—to engage the next generation.
• Community Investment: Funding scholarships, youth football camps, and outreach programs across the state of Alabama, particularly in underserved communities.

Henry, who is entering a new chapter of his NFL career with the Baltimore Ravens, said the NIL revolution sparked the idea for this deal. The former Alabama workhorse has long been vocal about the need for young athletes to learn the business of football before reaching the pros.

“Growing up, I didn’t have a roadmap,” Henry said. “But Alabama gave me one. Now we want to make sure that every player here—whether he goes pro or not—leaves with more than just memories. He leaves with tools, with direction, with purpose.”

In that spirit, “The Crimson Legacy Project” will host its first event this summer, a weeklong retreat and training camp for current Alabama players, featuring workshops on financial literacy, entrepreneurship, media engagement, and mental health. Several NFL stars and business leaders are already confirmed as guest speakers.

Although retired, Saban’s role in the project is far from ceremonial. While he will not return to coaching or assume an official title within the athletic department, he is deeply embedded in the strategic and educational components of the endorsement initiative.

“I always said that college football would change with NIL,” Saban told reporters. “The only question was, would we adapt the right way? This is how we do that. By focusing on education, on development, and on doing things the right way.”

Saban’s presence also signals to recruits and current players that Alabama’s standard hasn’t slipped despite the coaching transition. In fact, sources within the program suggest that the endorsement initiative was quietly supported by new head coach Kalen DeBoer, who sees the move as complementary to his on-field vision.

The response from fans and alumni has been overwhelmingly positive. Social media platforms lit up with support for the announcement, and early merchandising tied to the “Crimson Legacy Project” sold out within hours.

“I don’t care who’s coaching—we’re still Bama,” tweeted one longtime supporter. “Now with Saban and Henry teaming up, it’s like the Avengers are assembling in Tuscaloosa.”

Industry insiders believe the deal could ripple far beyond Alabama. Other powerhouse programs like Georgia, Texas, and Ohio State have invested heavily in NIL and branding infrastructure, but the Henry-Saban collaboration is unprecedented in both scale and symbolism.

“Think about it,” said Paul Finebaum during a segment on ESPN. “You have arguably the greatest college coach of all time partnering with one of his most successful players to redefine what it means to wear that Alabama jersey. This is a masterclass in legacy management.”

For Henry, this marks the beginning of a broader post-football career in business and philanthropy. He said he hopes this project will evolve into a model that can be replicated across other schools and sports.

“Coach always told us, ‘Be where your feet are,’” Henry said. “Right now, my feet are in Alabama—and I’m ready to go to work.”

Saban echoed that sentiment, emphasizing that while his coaching career may be over, his mission continues.

“I’m not on the sidelines anymore,” Saban smiled. “But I’m still part of this team.”

As the sun set behind the north end zone of Bryant-Denny Stadium, the symbolism was hard to miss: a Heisman hero and a Hall of Fame coach, standing arm in arm, launching a new chapter for a program that has already defined college football greatness.

The Crimson Legacy Project is not just a branding play. It’s a philosophical statement—that tradition and progress don’t have to be at odds. That a program built on hard-nosed discipline can also lead the way in empowering athletes to take ownership of their future.

Henry and Saban, two men who know exactly what it takes to win at the highest level, are now out to prove that legacy isn’t just about trophies. It’s about what you leave behind for others to build on.

And in Alabama, where football is more religion than sport, that kind of legacy might just be the most powerful endorsement of all.