In a historic move that underscores the enduring power of the Alabama Crimson Tide football legacy, legendary former head coach Nick Saban and Heisman Trophy-winning running back Derrick Henry have joined forces to launch a multi-million dollar endorsement aimed at fueling the future of Alabama football. The announcement, made during a press conference held at Bryant-Denny Stadium and attended by media, fans, and current players, sent a powerful message to the college football world: The Crimson Tide’s past is investing deeply in its future.
With both men standing proudly at the podium—Saban in his signature blazer and Henry in a tailored Alabama-red suit—the moment was as symbolic as it was strategic. The former coach and the former star backfield bruiser, now a household name in the NFL, announced that they were co-leading a $20 million initiative designed to support Alabama football’s NIL infrastructure, player development, and facilities enhancements. The initiative, titled “Built By Bama: The Next Era,” is a private endorsement and fundraising campaign they say will ensure the program remains at the forefront of college football in the era of player compensation and increased competition.
“This program changed my life,” Henry said as he addressed the crowd. “From a kid out of Yulee, Florida to the NFL, everything I have, everything I am—it started right here in Tuscaloosa. And now it’s time to give back. To give back to the school, the team, and the culture that shaped me.”
Nick Saban, who retired earlier this year after an unprecedented run that included seven national championships and over 280 career wins, echoed the sentiment with characteristic purpose. “Alabama football is more than a team—it’s a standard,” he said. “And we have a responsibility, those of us who’ve been fortunate enough to be part of this program, to ensure that standard continues. We’re not just investing in players—we’re investing in leaders, in students, in young men who carry this legacy forward.”
According to ESPN’s report, the $20 million fund will be spread across three pillars. The first is direct NIL support for current and incoming players, helping Alabama remain competitive in the ever-evolving recruiting landscape. The second pillar focuses on modernizing and expanding the player facilities at the Mal M. Moore Athletic Complex. The third aspect of the initiative will support financial literacy, brand-building workshops, and post-career transition programming for players.
The move comes at a time when college football has entered a new frontier. With NIL deals reshaping the power dynamics of recruitment and retention, traditional powerhouse programs are scrambling to secure the necessary resources to stay ahead. While Alabama has remained among the nation’s elite, a noticeable shift in the balance of power—spurred by aggressive NIL collectives at places like Texas, USC, and Miami—has prompted action from within the program’s most trusted circle.
Henry and Saban’s endorsement is more than just a financial gesture—it’s a signal to the rest of the college football world that Alabama is not retreating, but reloading. Both men were quick to clarify that while the endorsement is private and independently funded, it has the full support of the university, athletic director Greg Byrne, and new head coach Kalen DeBoer, who was also in attendance.
“I’m honored and humbled by the support of Coach Saban and Derrick,” DeBoer said. “This is more than a vote of confidence—it’s a commitment. A commitment to the young men in this locker room, and to the generations of players still to come.”
Though Henry’s NFL career continues to flourish—he recently signed with the Baltimore Ravens after a storied tenure with the Tennessee Titans—he’s remained deeply connected to Alabama. Whether returning to Tuscaloosa during bye weeks or supporting the program from afar, Henry has always emphasized the role the Crimson Tide played in building his foundation.
“I’ll never forget the lessons I learned under Coach Saban,” he said. “Discipline, hard work, preparation. Those things don’t just make you a better football player. They make you a better man. And now, I want every player who wears that jersey to feel the same level of pride and support that I did.”
Saban, who is now serving as an analyst at ESPN, admitted that stepping away from coaching hasn’t dulled his competitive fire. Instead, it’s redirected it.
“When I recruited these young men, I told their families I’d help them become better people, not just better players,” he said. “Just because I’m not on the sidelines doesn’t mean I stop caring. This endorsement is my way of staying in the fight for them.”
Perhaps most notable is the involvement of current and former Alabama players in the “Built By Bama” campaign. Though still in its early stages, sources close to the initiative say that other alumni—including Julio Jones, Mark Ingram, and Jalen Hurts—have expressed interest in participating in various capacities. The campaign is also expected to host annual events, such as benefit galas, youth football camps, and alumni weekends, aimed at maintaining the program’s elite status on and off the field.
One of the more poignant moments of the press conference came when Saban and Henry each spoke about their personal bond. Henry recalled a particularly tough freshman season, where Saban challenged him relentlessly, pushing him to maximize his potential. “At the time, I didn’t get it,” Henry said with a smile. “But he saw something in me I didn’t even see in myself. That’s the difference between a coach and a legend.”