NIL changed what the content is actually for. Now, a well-made series attached to the right player can drive his market value, attract brand partners seeking proximity to the program, and attract production companies looking for IP pre-loaded with one of the biggest audiences in sports. The creative department used to submit its budget requests like everyone else. Now it’s part of the conversation about where the program’s money comes from.
Serving that conversation means knowing exactly who you’re talking to, and Brock programs for three or four distinct audiences simultaneously.
The younger fans — the ones Alabama needs to keep cultivating — want the players out of uniform. They want to know who these guys are when the pads come off, what they listen to, how they talk, what they’re actually like. Short, fast, built around personality, lives on TikTok and Instagram. The older Bama faithful, what Brock calls the “Blue Blood fans,” want something longer on Facebook, something that rewards the kind of devotion that survives a losing season. And then there’s the group that might matter most to what Alabama is trying to build commercially: the people who will never call themselves Bama fans and watch anyway.