The historic Magic City Classic, a significant event in the world of college football, has found a new partner. Amazon, along with Coca-Cola as a presenting sponsor, will now back this annual contest between Alabama A&M University and Alabama State University. The previous title sponsor was McDonald’s. This sponsorship marks an important shift in support for historically black colleges and universities (HBCUs), highlighting increased investment in education and community development.

This partnership is more than just a financial agreement; it symbolizes a commitment to fostering diversity and economic growth. Perren King, the executive director of the Magic City Classic, expressed enthusiasm about working with Amazon to enhance the experience for fans and the broader HBCU community. The game has been a cornerstone of Birmingham's cultural landscape for over eight decades, and recent efforts have focused on securing greater financial support for the participating institutions.

In recent years, there has been a concerted effort to boost funding for these educational establishments. In 2023, Alabama A&M sent cease-and-desist notices to promoters during renegotiations, ensuring fair compensation. As part of the new deal, Alabama A&M will receive $1 million when they are designated as the home team and $300,000 as visitors. Meanwhile, Alabama State signed a four-year agreement to receive $1.5 million in the years they serve as the home team. Additionally, both schools will benefit from an annual contribution of $500,000 each, resulting in an average of $1.5 million per institution over four years.

Donetta Houser-Sly, HR Director at Amazon North America People Experience & Technology, emphasized the importance of celebrating HBCUs' legacy of excellence while investing in future leaders. The Magic City Classic represents not only a sporting event but also a celebration of community, opportunity, and the endless possibilities that emerge when tradition meets innovation. Through this collaboration, Amazon aims to honor and uplift the rich history and potential of HBCUs.

The partnership signifies a pivotal moment for the Magic City Classic, enhancing its significance beyond the realm of sports. By aligning with Amazon, the event underscores the value of HBCUs in shaping tomorrow's leaders and fostering a vibrant, inclusive community. This move promises to elevate the classic experience for all participants and spectators, reinforcing the enduring impact of HBCUs on American society.