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  • Writer's pictureDonald V. Watkins

Magic City Classic: A Classic Rip-Off of Alabama State University and Alabama A&M University

Updated: Sep 23, 2023

By: Donald V. Watkins

Copyrighted and Published on September 22, 2023

An Editorial Opinion

In 2021, the Alabama Sports Council, Inc., reportedly paid Alabama State University (ASU) and Alabama A&M University (AA&MU) about $375,000 each (for a total $750,000) to play in the Magic City Classic at Legion Field in Birmingham, Alabama.

The Alabama Sports Council is a non-profit corporation that was formed on April 18, 2016 to promote amateur sports events in the state. The organization has produced the Magic City Classic in recent years.

According to the Alabama Sports Council’s Form 990 tax return for 2021 (which is the latest full year tax return publicly available), the organization reported $5,878,430 in total revenues and $5,344,097 in expenses that year.

The tax return was signed by Birmingham businessman Larry Thornton, who was listed as the Council’s Board Chairman in 2021.

Nick Sellers, who is best known as the CEO of The World Games 2022 in Birmingham, was listed as a Board member. Sellers was the Council's chairman from 2016 to 2020.

IIMAGE: Nick Sellers, Chairman of the Alabama Sports Council (2016 to 2020) and CEO of The World Games 2022.

Nichelle Nix, former director of the Alabama Office of Minority Affairs, was also listed as a board member on the 2021 tax return.

Of the Council’s $5,878,430 in revenues in 2021, a whopping $3,897,417 (or 66.3%) was derived from the Magic City Classic.

The remaining $1,981,013 in revenue was derived from the Council's production of Hammerfest, SEC Baseball Tournament, and SEC Women's Golf (which cost the Council $1,210,484 to produce and netted the Council a separate $770,529 profit).

The Alabama Sports Council reported expenditures of $3,269,979 for the Magic City Classic in 2021.

Off the top, the Council made a hefty $627,438 profit on the Magic City Classic, alone (i.e., $3,897,417 in revenues, minus $3,269,979 in expenses).

Despite their creation of $3,897,417 in revenues from the Magic City Classic, ASU and AA&MU received only $750,000, or a mere 19.2% of the total money generated by the Classic in 2021. In the world of sports promotions, the 19.2% awarded to ASU and AA&MU is viewed as “pocket change” or “tip” money.

So, Where Did the Money From the Classic Go?

The Alabama Sports Council’s Form 990 tax return itemizes $863,634 in general expenses related to the 2021 Classic and the three smaller sports events (i.e., Hammerfest, SEC Baseball Tournament, and SEC Women's Golf) that were produced by the Council that year. These payments included:

1. $770,469 paid to Gene Hallman’s Bruno Event Team for event planning management. Hallman's fees for managing the Council's sports events have ranged from $448,980 in 2017 to $770.469 in 2021. During the 2020 COVID pandemic year, Hallman's company pocketed $760,117, even though the Council reported an overall loss of $378,921. Today, Hallman's company is called Eventive Sports. What is more, Gene Hallman is a big-time Republican donor who contributed $3,300 in campaign contributions to U.S. Sen. Tommy Tuberville (R-Alabama) and $2,900 to U.S. Sen. Katie Britt (R-Alabama).

IMAGE: Gene Hallman, Chairman and CEO of Eventive Sports.

2. $11,048 for accounting services.

3. $78,000 for lobbying.

4. $1,500 for advertising and promotions.

5. $148 for office expenses.

6. $2,469 for insurance.

Only 66.3%, (or $572,589) of the Alabama Sports Council's $863,634 in general expenses can be rightfully attributed to the Magic City Classic, especially since the other three sports events produced by the Council in 2021 returned a $770,529 profit.

The Alabama Sports Council's Form 990 tax return does not say how the remaining $3,324,828 (or 85%) in revenues generated from the 2021 Classic was spent. However, we know from published reports that ASU and AA&MU received about $375,000 each for playing in the Classic that year.

Apart from the payment of $750,000 to ASU and AA&MU and the expenditure of $572,589 for the Classic's portion of the Council's general expenses, the remaining $2,574,828 in Magic City Classic revenues was disbursed to a cadre of politically-connected consultants, "influencers," and vendors who received non-bid contracts from the Council in amounts under the $100,000 threshold for reporting these payments on the Form 990 tax form for 2021.

We will identify the consultants, "influencers," and vendors who received this $2,574,828 in Classic-related money, along with their undisclosed financial relationships to certain politicos in Alabama, in an upcoming October article.

It appears that ASU and AA&MU had zero input in managing and minimizing the Council's $3,269,979 in direct Classic-related expenses in a way that maximized a financial return for the two participating universities. Reportedly, trustees from ASU and AA&MU were content with the opportunity to attend chic parties, sit in skyboxes at the game (for free), and engage in endless photo ops in and around Birmingham during the 2021 Classic weekend.

A Pattern and Practice of Financially Abusing ASU and AA&MU

The Alabama Sports Council's Form 990 tax return for 2021 evidences a disturbing pattern and practice of financial abuse of ASU and AA&MU with respect to the revenues generated, expenses paid, and amounts paid to each university. The Council's tax returns for 2017, 2018, and 2019 reflect the same structural flaws in the Magic City Classic's financial deal that appear in the 2021 tax return.

Again, the money paid to ASU and AA&MU in 2017, 2018, and 2019 from the millions of dollars in revenues generated by the Classic fell well within the category of "pocket change" or "tip" money.

The COVID-19 pandemic appears to have been a factor in limiting the Alabama Sports Council's financial abuse of ASU and AA&MU for 2020.

The financial abuse resumed with the 2021 Classic, and likely occurred with the 2022 Magic City Classics, as well. [Note: The Council's tax return for 2022 is not expected to be filed until January 2024].

The financial abuse of ASU and AA&MU is poised to continue with the upcoming 2023 Magic City Classic in October because there are no adequate guardrails against this kind of abuse. Likewise, there is no effective institutional oversight to prevent it.

It should be noted that both ASU and AA&MU voluntarily agreed to the bad financial deal embodied in their Magic City Classic agreements with the Alabama Sports Council. As such, they bear the ultimate responsibility for this unfortunate situation.

Considering the ease with which the Alabama Sports Council was able to garner a one-sided advantage over ASU and AA&MU in connection with the $3.9 million derived from the 2021 Magic City Classic, it is inconceivable that Alabama A&M is ready, willing, and able to collect the $527,280,064 debt that the university is owed by the state of Alabama. Gov. Kay Ivey and the Republican majority in the Alabama Legislature have far more experience in financially abusing historically black educational institutions and majority-black government agencies than the Alabama Sports Council has ever exhibited.

As structured, the Alabama Sports Council's Magic City Classic deal in 2021 was a lose-lose proposition for ASU and AA&MU -- from every financial angle. Both universities were ripped-off in a classic fashion. As shown in the Form 990 tax return for 2021, the Classic was a financial bonanza for the Alabama Sports Council and its tight circle of political friends, "influencers," and networking partners.


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Kamar Jones
Kamar Jones
Sep 23, 2023
Rated 5 out of 5 stars.

Ironically I'd been saying we were being hosed over 3 years ago. The revenues that are reported doesn't consider the money that's generated sales taxes collected during the weekend.


Sep 22, 2023
Rated 5 out of 5 stars.

We want our check…

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