When Nick Saban stepped down from coaching, he didn’t fade into the background. His presence in the media has surged, benefiting the University of Alabama, which retains him as a consultant.
During the “Hey Coach” radio show on September 4, Alabama’s play-by-play announcer Chris Stewart mistakenly invited fans at Baumhower’s Victory Grille to ask questions of Saban. Old habits are hard to break, it seems. However, current Alabama coach Kalen DeBoer took it in stride, chuckling on stage and assuring Stewart there was no need for an apology. “Hey,” DeBoer said, “he’s everywhere.”
DeBoer was right—Saban has maintained a high profile post-retirement. Far from disappearing, he’s become a frequent face on TV, whether as an analyst for ESPN’s College GameDay or in commercials for brands like Home Depot and Aflac. This season, GameDay has achieved its best start ever, averaging 2.2 million viewers.
Saban’s weekday schedule is equally busy. Recently, he spoke at the Congressional Black Caucus Foundation’s conference in Washington, D.C., about name, image, and likeness opportunities for athletes. This week, he participated in a Cotton Bowl event in Dallas, discussing the future of college sports. An industry insider noted succinctly, “He’s the best ever, and people from all backgrounds are drawn to that.”
Amid all this, Saban remains an advisor to the University of Alabama’s athletic department. Athletic director Greg Byrne praised Saban’s ongoing support for new head coach Kalen DeBoer and the football program, highlighting Saban’s value as a resource for the university.
However, is Saban’s annual salary of $500,000 justified by his media presence? Eric Smallwood from Apex Marketing Group believes it is significantly undervalued. An analysis from late August through mid-September showed that Saban and Alabama were mentioned together across various media platforms, generating an estimated exposure worth over $18 million.
And Saban’s media engagement shows no signs of slowing. A documentary project featuring him is reportedly in the works, with a crew already filming events like the Saban Field dedication on September 7. This could further enhance Alabama’s visibility.
Reflecting on Saban’s impact, Byrne noted that former university president Robert Witt called Saban the best investment the school ever made, a sentiment Byrne updated to include Saban’s wife, Terry, as part of that success.
This month, the university announced record enrollment, surpassing 40,000 for the first time—up from about 25,580 when Saban joined the football program in 2007. Byrne sees Saban playing a key role in future fundraising efforts, stating, “Having Coach Saban support our initiatives is incredibly valuable.”
Additionally, Saban may still contribute from a coaching standpoint. Defensive coordinator Kane Wommack mentioned that he met with Saban recently, praising his support for the defense.
