Local media, university administrators, coaches and alumni attended the 84th Amazon Magic City Classic Press Conference were stunned and surprised by the decor and design presented to the public by Coca-Cola Bottling Company.
The press conference officially started at 11 a.m. on Oct. 22, with an energy and enthusiasm that could ignite the city of Birmingham to action.
This year’s event marked a new era for the historic rivalry, introducing Amazon as a new title partner alongside Coca-Cola United, further elevating the Classic’s national profile.
Perren King, executive director of the Amazon Magic City Classic and emcee, praised the collaboration between two global brands and two of Alabama’s leading historically Black colleges and universities (HBCUs), Alabama State University and Alabama Agricultural and Mechanical University.
“We are extremely grateful and excited to celebrate this extra-special season,” King said. “Look at what these two great institutions have done, not just for football, but for history.”
Mike Suco, president and CEO of Coca-Cola Bottling United, reaffirmed Coca-Cola’s decades-long connection to Birmingham and to the Classic.
“This event is more than a game,” Suco said. “It is about doing the right thing for the community and for our city.” He also announced a recycling partnership with the Optree Initiative to help keep Legion Field clean and green.
For Amazon, the new partnership represents a major step into HBCU tradition and community engagement. Donetta Houser-Sly, human resources director for Amazon North America People Experience and Technology, said the company is proud to join a celebration that reflects its values. “To the students of Alabama Agricultural and Mechanical University and Alabama State University, you are the future of innovation and leadership,” she said. “Our partnership represents more than sponsorship. It is our commitment to the future of this community.”
Amazon Operations Director Fred McPherson shared her sentiment, connecting the company’s “In This Together” initiative to the week’s events. “The Classic represents the very best of what we can achieve when we work together,” McPherson said.
Disney on the Yard’s outreach and engagement director, Dayna Lee Libby, brought excitement to the crowd with a major announcement. ESPN’s “First Take,” hosted by Stephen A. Smith and Cam Newton, will broadcast live from Legion Field on Friday morning. Doors open at 7:30 a.m., and the show begins at 9 a.m.
Libby, a Detroit native and HBCU alumna, emphasized Disney’s commitment to authentic representation. “We are intentional about showcasing historically Black college and university culture the right way,” she said. “From Drum Major Mickey’s performance to the designs you see around the Classic, HBCU alumni are behind every detail.”
U.S. Rep. Terri Sewell celebrated the Classic’s $25 million annual economic impact on Birmingham and emphasized bipartisan support for HBCUs in Congress. “When we help our historically Black colleges and universities, we are uplifting generations of Americans,” Sewell said.
Coca-Cola United’s North Alabama Division Vice President Scott Smith applauded his 800-member team for bringing the Classic to life. He also previewed fan activations, including the popular “hat bar,” where fans can choose free, custom-stitched Magic City Classic or university patches. Students were encouraged to download the Coca-Cola Plus One app for access to “The World Is My Yard,” a resource hub for students attending HBCUs.
Birmingham Mayor Randall Woodfin praised the Classic as a living legacy. “Eighty-four years of pride, legacy, and tradition only matter if we keep building for the next eighty-four,” Woodfin said. He also acknowledged both universities’ record enrollments and innovative partnerships like Birmingham Promise.
When it came time for the coaches to take the stage, friendly rivalry filled the room. Robinson, joined by his players and university leaders, reflected on the significance of the game and the continued growth of the Southwestern Athletic Conference. “We need your support of the SWAC and of historically Black colleges and universities,” he said. “Send your students to our universities.”
Alabama A&M head coach Sam Shade followed with humor and humility, acknowledging his deep ties to Birmingham and his respect for the opposing sideline. “This game means everything to our players, our alumni and our city,” Shade said. “Coach Robinson and I go back a long way, and we both understand that this week is special. We want to put on a great show for the fans and represent our universities the right way.”
King concluded with Saturday’s schedule: parking lots open at 5 a.m., ticket windows at 8 a.m., and the parade presented by Disney on the Yard at 8 a.m., airing live on WBRC FOX6. The Coors Light tailgate runs from 10 a.m. to 2 p.m., with a DJ set by hip-hop legend Jermaine Dupri at 1 p.m. Kickoff is at 2:32 p.m. at Legion Field.
“The Magic City Classic is more than a game,” Robinson said. “It is history, community, and family all coming together for one unforgettable weekend.”
“We can be friends 364 days a year. But on that one day, the Magic City Classic, it is all business,” Alabama State University head coach Eddie Robinson Jr. said, setting the tone for a week that blends rivalry, legacy and community pride.
