Franny Jones wasn’t ready to follow her family and high school friends to the University of Alabama, but after she enrolled at the College of Charleston, she could not get the Crimson Tide out of her blood.
For four years, the Birmingham native traveled back from Charleston to Tuscaloosa for nearly every Alabama football game. She was so enthralled with the spectacle that she hoped to one day work in the sports industry.
That day is here. Jones is the Chief Executive Officer of The Tuscaloosa Connection, a Birmingham-based start-up entering the emerging Name, Image, and Likeness (NIL) marketplace as fans, boosters, and athletes try to navigate a new world where players are allowed to be paid while still retaining NCAA eligibility.
“Starting from the beginning of this whole gun show is really cool to see what we can do with the players and the individuals and small businesses,” she says. “It is fun to start within a whole industry.”
Franny Jones is pictured here with University of Alabama athletes Jordan Battle, Henry To’oto’o, and Will Anderson Jr. (left to right). Image: The Tuscaloosa Connection
Almost every major conference football program has agencies known as ‘collectives,’ which pool money together and serve as a conduit between advertisers and players. In the ultra-competitive SEC, the effectiveness of collectives will coincide closely with the level of players each school can recruit.
“You have kids going to school now, and some haven’t even taken a visit,” Ole Miss coach Lane Kiffin told Sports Illustrated in May. “They sign because of their NILs. You’ve got to think that it is here to stay.”
NIL was a hot topic with Alabama coach Nick Saban, who got into an offseason spat with Texas A&M coach Jimbo Fisher in May over the perception that the collectives working with Texas A&M were making promises to Aggies recruits, which the NCAA says is a no-no. Fisher fired back after Saban made those remarks, and feelings were bruised on both sides.
Jones says the Alabama athletics compliance department has a copy of every contract with athletes she has signed in order to stay right with the NCAA. She says she has had no issues thus far and feels the department (as a whole) is protective of the athletes in a good way.
Alabama has been the top college football program in the nation for 15 years running and has one of the most rabid and dedicated fan bases. Competition is high for agencies such as the Tuscaloosa Connection to be able to sign deals with athletes and pair them with fans and small businesses. High Tide Traditions is another NIL company focused on Alabama, but Jones says her company is looking for a different part of the market.
“We have approached it by going for the smaller scale,” Jones says. “We aren’t going after the massive deals. We are trying to get everybody involved. We have approached small businesses, and they can give as little as $100 a month, up to $1,000 a month, and individuals can sign up for as little as $5 a month to $100 a month, and you get certain things out of it.”
Fans who contribute will get specialized content created by Tuscaloosa Connection, such as one-on-one interviews with players that discuss pre-game rituals and other off-the-field nuggets that showcase parts of their personalities that remain somewhat behind the scenes. They are also entered in drawings for items such as autographed footballs.
Through The Tuscaloosa Connection, die-hard University of Alabama fans and alums will have the opportunity to support athletes in a new way.
Small businesses get access to Alabama athletes who will endorse products and services, often as a group. Jones says she hopes to have a star player linked to possibly some lesser-known players in the same deal so more of the players will benefit.
Jones has contracts with over 70 Alabama athletes to date, including All-SEC defensive end Will Anderson, former freshman All-American Dallas Turner, and several others from this season’s Top 10-ranked team. She is also closing in on signing members of the Alabama men’s basketball team.
“I had a meeting with (some athletes) and said, this is our plan,” Jones said. “We are going to make it a monthly subscription base, so the whole state of Alabama can be involved. We went with the perspective of, to help build the profile of every player’s NIL, we need help from everybody. They just knew it was a great opportunity to not only do their own NIL but also help their teammates.”
Before jumping in at Tuscaloosa Connection last year, Jones had been involved in real estate, finance, and running her mother’s salon spa. When the situation arose to be involved not only with sports but also with Alabama athletes, she was all in.
“I’ve always loved sports,” she says. “I wanted to work in sports out of college. When this opportunity popped up, I just knew I had to do it.”
The space is clearly an evolving one. NIL looked very different 12 months ago than it is today, and it certainly will be different 12 months down the road. But Jones is ready for the challenge and optimistic about the future.
“I think we have one of the best fan bases in the country,” she says. “There is a lot of love for the University and these kids. I think if we can just get the word out, there will be great opportunities for the athletes, fans, and businesses. I would love it if everyone in Bryant-Denny Stadium were in the membership. That would be amazing.”
To learn more about The Tuscaloosa Connection, visit thetuscaloosaconnection.com.
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