Latest Magic City Classic audible: Alabama A&M to oversee game-day operations, secure own sponsors

Magic City Classic 2022

Sights and more from the Magic City Classic 2022. Alabama State, in a second-half comeback, defeated Alabama A&M 24-17

Alabama A&M has formed a task force to oversee game-day operations for its “major” games, it announced Tuesday, including the Magic City Classic, its annual rivalry encounter with Alabama State, which takes place annually at Legion Field in Birmingham.

The task force, according to a release issued by the institution, is “reimagining how game-day operations can be more impactful and advantageous” with a “plan to secure regional and national sponsors and other promotional activities.”

“The current City of Birmingham contract gives both schools assets equally, regardless of home status designation,” said A&M General Counsel Rochelle A. Conley. ”Since the game is being played at a neutral location, both teams will have to work jointly on some of the game-day operations, sponsorships, etc.”

The decision comes a few weeks after A&M signed a four-year agreement with the City of Birmingham to participate in the Classic through 2026, for which each school will receive $500,000.

A&M, however, refused to sign a contract with the Alabama Sports Council (ASC), the nonprofit entity that oversees production of the Classic, including securing sponsors, that called for A&M and Alabama State to each receive an additional $700,000 annually for the four years.

The total $1.2 million payout for each institution would have by far been the highest in the more than eight decades of the Classic’s existence.

Following months of discussions and negotiations A&M demanded in April that ASC render only a two-year contract—not four years.

RELATED: A&M new agreement demands may have ‘dire consequences’ for 2023 Classic

In an April 18 letter to Gene Hallman, CEO of Eventive (formerly Bruno Event Team), which produces the Classic on behalf of ASC, A&M General Counsel Conley wrote: “At this time, and based upon our current level of understanding, we would feel comfortable moving forward with a two (2) year rather than four (4) year term.”

In an email the following day responding to Conley, also obtained by AL.com, Eventive VP Amateur Sports Perren King wrote: “…the result of our review (or the letter) was to continue forward with the long-standing negotiated contract terms of 4 years, which was signed by Alabama State.”

The following day, Conley, in an email wrote: “I believe a face-to-face meeting may bring clarity to the University’s position and may also assist us in reaching an equitable solution.” Conley scheduled the meeting for Tuesday, April 27 at 1:30 p.m. at the A&M athletic director’s office.”

Within hours, King responded: “In the highest form of transparency, time is what has my team the most concerned as we sit here without the ability to act on behalf of the event. To be very candid, getting started on an event of this magnitude being this far behind could have dire consequences for the 2023 Magic City Classic.

“In response to the request for the 27th, the five months of communications and negotiations, have ASC at a place where we have to be contractually authorized by next Tuesday 25th, to move forward with the MCC … under our signed 4-year agreement.”

On Friday morning, Conley responded in an email: “My client, AAMU remains uncomfortable with executing this Agreement for a term of four years.”

Subsequently, Alabama State signed an exclusive new agreement with ASC that will provide the institution with an additional $1 million for the 2023 and 2025 Classics when it is designated as the home team. That brings ASU’s total payout for those two years to $1.5 million.

RELATED: Alabama State signs exclusive agreement to receive $1.5 million for 2023 and 2025 Classics

In 2024 and 2026, years, when A&M is the home team, both ASU and A&M would receive just $500,000.

A&M would receive additional funds in 2024 and 2026 based on the task force’s ability to secure sponsors for the Classic. (A&M would also keep all ticket revenue in those years.) However, the institution would also be responsible for myriad game-day needs and expenses, including vendor and exposition tents outside the stadium and any operations or expenses not covered by the city.

The other “major” games, according to the release are A&M’s Louis Crew Classic and its 2023 homecoming against Tuskegee University.

In explaining its “pivot”, the release first cited the “lack of guaranteed funding for the entire term of the contract, as the Jefferson County Commission only guaranteed funding for the 2023 MCC event.”

In April, during a contentious meeting, the commission guaranteed $500,000 for the 2023 Classic. (Commissioner Lashunda Scales sought $750,000 for three years. As the options were debated, she said: “This game will end up being up for grabs, if they choose to play here.”)

RELATED: Magic City Classic or Calamity? It’s the Jefferson County Commission’s call

According to A&M’s release, “ASC indicated that the [commission] funding was required for them to guarantee the university fixed payment for the four years they required in their proposed contract.”

A&M also asserted a “lack of transparency in financial documentation” and said it “offered compromise proposals and attempted to meet and discuss these concerns with the ASC officials to no avail.”

Hallman would not comment on A&M’s new strategy or assertions.

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