The NSGA announced that Bill Battle passed away at age 82 on November 27 from cancer. He was successful as a college football player and coach and had a tremendous impact on the licensing of collegiate products. This legacy led to his induction into the Sporting Goods Industry Hall of Fame in 2016.

In 1981, Battle signed a licensing agreement with his former coach, the legendary Paul “Bear” Bryant of Alabama. Battle also helped the University of Alabama create a licensing department, which led to his founding of the Collegiate Licensing Company (CLC) and what became a multi-billion dollar industry for collegiate licensing.

“Mr. Battle had a remarkable life where he impacted so many people as an athlete, coach, athletic director, and businessman,” said Matt Carlson, NSGA President & CEO. “He was a visionary in the sporting goods industry in the way he successfully brought schools, retailers and licensees together for everyone’s benefit. We extend our deepest condolences to Mr. Battle’s family, friends and colleagues.”

Battle used a model similar to the NFL and went door-to-door, convincing administrators of a vision where all trademarks were regulated and available in one place.

Battle developed the first label that signified “officially licensed collegiate products.” Under his leadership, the CLC grew to represent over 200 schools, conferences, bowl games, NASCAR, and the PGA Tour. He served as President and CEO of the CLC company until 2002. The International Management Group (IMG) acquired the company in 2007.

Battle returned to the University of Alabama in 2013 to serve as the school’s athletic director for four years after the death of former teammate Mal Moore. After his tenure as athletic director ended, he became a special assistant to Alabama President Dr. Stuart R. Bell on initiatives benefitting the school and athletic programs.

“Bill Battle was first class in every way,” former Alabama coach Nick Saban said in a statement released by the school’s athletic department. “He represented The University of Alabama with tremendous character and integrity. He was an outstanding football player at Alabama, a successful collegiate head coach and visionary who revolutionized the business of college athletics.”

Battle, a native of Birmingham, AL, was a three-year starter as tight end and defensive end for the Crimson Tide from 1960-62. Under Bear Bryant’s leadership, the 1961 team won the first of six national titles.

Battle started coaching as a graduate assistant under Oklahoma coach Bud Wilkinson. In 1970, at 29, he became the youngest college football head coach in the country when he took over the program at Tennessee. The Volunteers went 59-22-2 with four bowl-game victories in his seven-year tenure, and Condredge Holloway became the first black starting quarterback in the history of the Southeastern Conference (SEC) in 1972.

In addition to the Sporting Goods Industry Hall of Fame, Battle was honored with induction into the Alabama Sports Hall of Fame (1981), the National Collegiate Licensing Association Hall of Fame (2000), the International Licensing Industry Merchandisers’ Association Hall of Fame (2008), the National Association of Collegiate Marketing Administrators Hall of Fame (2010), the Tennessee Sports Hall of Fame (2011), and the Alabama Business Hall of Fame (2017).

Battle is survived by his wife, Mary; sister, Jean; his children, Pat, Mike, Shannon, and Kayla; eight grandchildren and three great-grandchildren.

A memorial service will be held at 2:30 p.m. Thursday, December 5, at Canterbury United Methodist Church, 350 Overbrook Road, Mountain Brook, AL. After the service, the family will receive friends at the church, and private interment will be at Southern Heritage Cemetery in Pelham, AL.

Instead of flowers, the family asks that contributions be made to the University of Alabama at Birmingham (UAB) O’Neal Comprehensive Cancer Center Multiple Myeloma Research Foundation, UAB’s Department of Rheumatology or a charity of your choice.

The NSGA, founded in 1929, created the Sporting Goods Industry Hall of Fame in 1955 to honor sporting goods pioneers, innovators and leaders while recognizing and encouraging continued excellence. Since the first induction in 1956, the association has inducted 185 men and women.

Image courtesy NSGA, Alabama Athletics