Philadelphia Eagles quarterback and former Alabama Crimson Tide star Jalen Hurts has donated $5.4 million to establish a Name, Image, and Likeness (NIL) fund for Alabama football athletes. Announced on May 16, 2025, the Jalen Hurts NIL Fund aims to empower current and future Crimson Tide players by providing unprecedented financial support and resources to capitalize on their personal brands. The donation, one of the largest athlete-driven NIL initiatives in college football history, underscores Hurts’ commitment to giving back to the program that launched his career.
A Transformative Gift for Alabama Football
Hurts, who led Alabama to a national championship appearance in 2016 and was named the SEC Offensive Player of the Year in 2016, has never forgotten his roots in Tuscaloosa. The $5.4 million donation, made through the Jalen Hurts Foundation, will create a sustainable fund to support Alabama football players in navigating the evolving landscape of NIL opportunities. The fund will provide financial backing for athletes to secure endorsement deals, develop personal branding, and access professional services such as marketing and legal counsel.
This program gave me everything—discipline, leadership, and a platform to grow,” Hurts said in a press conference at Bryant-Denny Stadium. “Now, it’s my turn to give back. I want every Alabama player to have the tools to build their future, on and off the field.”
The NIL fund comes at a critical time for college athletics. Since the NCAA approved NIL policies in 2021, athletes have been able to profit from their personal brands, leading to a surge in endorsement deals and sponsorships. However, the NIL landscape has been uneven, with top-tier programs like Alabama facing intense competition to attract and retain talent. Hurts’ donation positions Alabama as a leader in supporting its athletes, ensuring the Crimson Tide remains a destination for elite recruits.
Structure and Impact of the Fund
The Jalen Hurts NIL Fund will be administered by Yea Alabama, the university’s official NIL collective, in collaboration with the Jalen Hurts Foundation. The fund will prioritize three key areas: financial support for NIL deals, education on brand management, and career development resources. Athletes will have access to workshops on financial literacy, contract negotiation, and media training, equipping them to maximize their earning potential during and after their college careers.
According to Yea Alabama’s executive director, Sarah Thompson, the fund will be a game-changer for the program. “Jalen’s gift creates a blueprint for how alumni can support the next generation,” Thompson said. “This isn’t just about money—it’s about empowering athletes to take control of their futures.”
The fund’s $5.4 million endowment is expected to generate annual disbursements for athletes, with initial projections estimating that each scholarship player could receive up to $20,000 annually in NIL support. Additionally, the fund will allocate resources for high-profile marketing campaigns, such as social media promotions and community engagement initiatives, to boost athletes’ visibility.
Hurts’ Legacy at Alabama and Beyond
Hurts’ donation adds to his growing legacy as a philanthropist and role model. A native of Channelview, Texas, Hurts rose to national prominence as Alabama’s starting quarterback from 2016 to 2018. Despite being benched in the 2018 National Championship game, he demonstrated resilience by transferring to Oklahoma, where he finished his college career as a Heisman Trophy finalist. Drafted by the Eagles in 2020, Hurts has since become one of the NFL’s brightest stars, earning Super Bowl LIX MVP honors in February 2025 after leading Philadelphia to a 40-22 victory over the Kansas City Chiefs.
Jalen is the epitome of what it means to be a Crimson Tide alumnus,” said Alabama head coach Kalen DeBoer. “His success in the NFL is matched only by his commitment to lifting others up. This fund will have a ripple effect for years to come.”
The Broader Context of NIL in College Football
The Jalen Hurts NIL Fund arrives amid a rapidly changing college sports landscape. As of 2025, top college athletes are commanding significant NIL valuations, with stars like Colorado’s Shedeur Sanders reportedly earning $4.7 million annually. Alabama, a perennial powerhouse, has already made strides in the NIL space, with four athletes recently named outdoor ambassadors for Yea Alabama’s collective. Hurts’ donation elevates these efforts, ensuring Alabama remains competitive in recruiting and retaining talent.
The fund also addresses ongoing debates about equity in NIL earnings. While high-profile quarterbacks and skill players often secure lucrative deals, linemen and other less-visible athletes frequently receive fewer opportunities. The Jalen Hurts NIL Fund aims to level the playing field by providing support to all scholarship players, regardless of position.
The announcement has sparked widespread excitement among Alabama fans and players. Current Crimson Tide quarterback Jalen Milroe, who has been compared to Hurts for his dual-threat abilities, called the donation “a blessing.” “Jalen’s showing us what’s possible,” Milroe said. “He’s paving the way for all of
On social media, fans praised Hurts’ generosity, with many noting his humility despite his $255 million NFL contract. “Jalen Hurts lives in a $2,000-a-month apartment and just gave $5.4 million to Alabama.
Looking ahead, the Jalen Hurts NIL Fund could inspire other NFL stars to invest in their alma maters. With Alabama setting a new standard, other programs may face pressure to establish similar initiatives to remain competitive. For now, Hurts’ donation stands as a testament to his enduring connection to Alabama and his vision for the future of college football.
“This is just the beginning,” Hurts said. “I want Alabama to be the gold standard, not just in wins, but in how we support our athletes. Roll Tide forever.”
