Amazon Jumps On Board As Title Sponsor Of The Magic City Classic

Mayor Randall Woodfin calls the Classic 'the best thing happening in Birmingham.'

The Magic City Classic — the biggest HBCU football game of the season — has secured Amazon as its title sponsor, HBCU Gameday reports.

Magic City Classic and the online retail giant collaborated on a four-year deal, so the duel between Alabama A&M University and Alabama State University will be known as the Amazon Magic City Classic presented by Coca-Cola. In a statement released on March 6, Classic Executive Director Perren King says he looks forward to elevating the Magic City Classic experience. “This four-year partnership represents a shared commitment to education, diversity, and economic growth in our community,” King said.

“We look forward to working with Amazon to elevate the Classic experience for our fans and the broader HBCU family.”

With McDonald’s once being the title sponsor, the rivalry between the Bulldogs and the Hornets goes back 80 years as a staple of excitement for the city of Birmingham. Attendees can participate in a number of activities, including tailgates, festivals, and parades. It also results in economic prosperity for the schools and the other HBCUs in the state. In 2024, the United Negro College Fund (UNCF) gave Alabama a grade of B for the “$1.4 billion — billion with a B — economic impact on an annual basis.”

Despite the economic outcome, there has been a push for more financial support for Alabama A&M and State. The Bulldogs signed an agreement to receive $1 million when designated as the home team and $300,000 when defined as visitors. The Hornets secured a four-year contract to receive $1.5 million when it is the home team.

With an additional $500,000 given to each school annually, both HBCUs will receive an average of $1.5 million over the next four years.

According to the Birmingham Times, city officials predict the Classic will generate $23 million for Birmingham as the game’s festivities, scheduled to kick off on Oct. 25, 2025, attract 65,000 attendees. An additional 60,000 are predicted for tailgating outside the stadium. Mayor Randall Woodfin thanked Amazon for coming on board to what he calls “the best thing happening in Birmingham.” Donetta Houser-Sly, HR Director of Amazon North America People Experience & Technology, says the company is “committed to ensure they are growing and developing.”

She described the game as bringing the community together and celebrating “the rich legacy of HBCUs, which have been pillars of academic excellence and leadership development for over 150 years.” “This historic game isn’t just about football — it’s about community, opportunity, and the endless possibilities that arise when tradition meets innovation,” Houser-Sly said.