Alabama was a late entry into the NIL collective world. But High Tide Traditions is quickly making up lost time and has established itself as one of the most proactive collectives in college sports. High Tide Traditions takes a high-tech approach by using data analytics and AI to “amplify the exposure for business partners through relatable and authentic content, appearances and other mutually beneficial services.” In a sense, High Tide Traditions is a one-stop shop for businesses hoping to engage in NIL deals with Crimson Tide athletes. Although not officially affiliated with Alabama, High Tide Traditions is working closely with UA compliance and licensing in order to protect its student-athletes and ensure compliance with all NCAA and NIL policies and guidelines. “There’s an opportunity for Alabama to come out of the next 18 to 24 months and be the No. 1 player in the collective business,” HTT Senior Advisor Phillip Stutts said.