Thursday, January 25, 2018
ATLANTA, Georgia (January 25, 2018) – IMG College Licensing and Alabama Athletics partnered to develop a football national champions logo for use on merchandise and other items to commemorate the Crimson Tide’s win.
The goal of the collaboration was to deliver a mark that was new and different from traditional national champions marks with elements unique to Alabama and the game. The design needed to include a nod to Mercedes Benz stadium since it was the first national championship game in the new facility, as well as the number 17, which represents the number of football national championships won by Alabama.
“Each of our national championships is unique and different for our players and fans, and we wanted to make sure the mark we used to celebrate reflected this particular moment in our program’s history,” stated Brad Ledford, Alabama’s Associate AD for Strategic Marketing. “The Creative Services team at IMG College Licensing helped us work through all the possible options so we could deliver a mark that captured elements of the championship game and Alabama’s strong championship tradition.”
In late November, IMG College Licensing designer David Port began working with the Cole Price who heads Alabama’s trademark licensing program to develop concepts for the mark. Once Alabama was named a College Football Playoff semifinal team, the work began in earnest. After 8-10 rounds of edits and reviews, a final mark was completed in late December. National champions marks must be distributed to licensees and vendors several weeks prior to the game and in order to have product and celebration items ready before a potential victory.
“We know a national champions mark goes beyond the use on merchandise and can become a unifying mark for the Athletics Department and campus across many platforms,” said Cory Moss, SVP and Managing Director of IMG College Licensing. “Our primary concern was to make sure we were focused on the needs of Alabama and created something unique for Crimson Tide fans.”
When Alabama emerged from an overtime victory as the national champions, the logo was immediate visible on celebration flags and signs held by the team and on merchandise available for fans looking to show their pride.
The University of Alabama has been a partner of IMG College Licensing since 1981.
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IMG is a global leader in sports, fashion, events and media, operating in more than 30 countries. The company manages some of the world’s greatest sports figures and fashion icons; stages hundreds of live events and branded entertainment experiences annually; and is a leading independent producer and distributor of sports and entertainment media. IMG also specializes in sports training and league development, as well as marketing, media and licensing for brands, sports organizations and collegiate institutions. IMG is part of the Endeavor (formerly WME | IMG) network.
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