Now Amazon is delivering the Magic.

The multinational technology company was announced today as the title sponsor of the Magic City Classic, replacing McDonald’s in that role.

The Magic City Classic is the annual gridiron meeting between the state’s largest historically Black colleges and universities. Family, alumni and friends assemble in and around Legion Field for the annual game between the Alabama A&M Bulldogs and the Alabama State Hornets, along with the numerous ancillary events held throughout the week in late October.

Orange and black balloons decorated the council chamber at Birmingham City Hall. Between backdrop panels of the two universities was one in the middle displayed the name of the new partner in this endeavor.

Many in the chamber wore orange Amazon sweatshirts that read: “Support HBCUs.”

“This year, we’re taking it to the very highest level that we have ever taken this event, trying to explain why you see all this orange out here,” said Perren King, executive director of the Magic City Classic. “This year, and for the foreseeable future, we are now known as the Amazon Magic City Classic. I’m going to say it again. We are now the Amazon Magic City Classic presented by Coca-Cola.”

Donetta House-Sly, human resources director of Amazon North America People Experience and Technologies, said the company didn’t join what’s touted as the nation’s largest HBCU classic for a short-term run.

“We are here for the long haul,” she said. “We’re here to stay. We’re here, so let’s do this!

“Through this partnership with the Magic City Classic, we’re celebrating HBCUs as a legacy of excellence while investing in tomorrow’s leaders,” House-Sly said. “This historic game isn’t just about football. It’s about community, opportunity and the endless possibilities that arise when tradition meets innovation.”

King echoed the Amazon spokesperson’s point that the Magic City Classic is more than a game.

“It’s a celebration of history, culture, food, community, food; I didn’t know if I mentioned anything about the food already,” he joked. “If, for whatever reason, you have not been out there, starting on Wednesday (of Classic week), it is the best-smelling place on the planet. All the aromas coming together, all the peace, all the joy. And all of this is in the Smithfield Community in Birmingham.”

Eyebrow-Raising Partnership

Amazon has been under heavy criticism lately because of its moves to roll back on DEI programs and to remove language committing to nondiscriminatory practices from its policies and websites. It’s also facing multiple lawsuits, some of them class-actions, accusing it of discriminating against employees based on race, gender, handicaps and alternative lifestyles.

The irony is not lost on Gary Richardson, owner of WJLD Radio FM-104.1 and host of the Gary Richardson Morning Show.

“I’m glad to see them (Amazon) doing some type of outreach, especially in this climate of DEI where it seems like everybody’s trying to disassociate themselves with anything that has to do with Black folks,” he said. “It’s a welcome embracement.”

Will Amazon’s title sponsorship of the Classic be part of Richardson’s Friday show?

“Oh, it absolutely will be,” he said. “I’m gonna make sure of that. I’m not gonna try to lead the conversation. I’m just going to invite the conversation to be had. We’ll see.” His show airs 6 a.m. to 9 a.m. Monday through Friday.

King declined to place a dollar value on Amazon’s becoming the title sponsor of the Classic.

“It’s a significant impact to the event and our ability to be able to do the schools’ guarantees,” he said. We’re very excited. It makes sense from Amazon’s brand perspective and their needs. We talk about partnership. That’s exactly what we just got. It’s another great, great partner, this time in the lead position to be able to partner with Coca Cola as a presenting partner.”

The average annual payout for each school over the four-year contract is $1.15 million. The Alabama Sports Council annually manages the event.

King said he expects the new deal with Amazon will yield a deeper integration into the community.

“Those are the inferences that we’ve seen,” he said, speaking of Birmingham’s 99 neighborhoods and the 30-plus municipalities in Jefferson County. “I think you’ll start to see that and an intentionality to be able to see if athletes’ paths, once they’re done with sports, make Amazon … another great option for them for being recruited.”

Eddie Robinson Jr. will coach the Hornets for the fourth time in the Classic. So far, he is unbeaten on the sideline against State’s in-state rival, but he’s not taking anything for granted.

“The Magic City Classic is always a huge game,” Robinson said. “It doesn’t matter (about) the players or the coach, both universities are going to compete extremely hard.”

New coach Sam Shade will lead his Bulldogs in the Magic City Classic for the first time this fall. He expressed confidence in the addition of Amazon to the production.

“I’m quite sure Amazon’s gonna be able to deliver for the Classic,” he said.