Nick Saban Refused to Do Kia Commercials at Alabama

The legendary coach wanted to maintain his brand image and not associate with certain automakers.

Mar. 31, 2026 at 10:05pm

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In a recent event at Mercedes-Benz's Vance plant in Alabama, legendary football coach Nick Saban discussed his long association with the luxury automaker. Saban revealed that when he first became the head coach at the University of Alabama in 2007, he refused to do any commercials for the Kia brand, stating that it was not the type of brand he wanted to be associated with.

Why it matters

Saban's decision to maintain control over his marketing rights and brand image at Alabama highlights the importance of personal branding and reputation management for high-profile coaches and athletes. His preference for aligning with premium brands like Mercedes-Benz over more budget-friendly options reflects the value he places on preserving his elite status and carefully curating his public persona.

The details

Saban said that when he first arrived at Alabama, the university wanted him to do Kia commercials, but he refused, stating 'I want my own marketing rights. You're not going to catch me on the damn stadium steps doing a Kia commercial.' Saban went on to explain that this was not a reflection on Kia as a brand, but rather his desire to associate himself with a luxury automaker that better fit his personal brand and image.

  • Saban became the head coach at the University of Alabama in 2007.

The players

Nick Saban

The legendary head football coach of the University of Alabama, who has led the Crimson Tide to multiple national championships.

Ola Källenius

The Chairman of the Board of Management of Daimler AG and Mercedes-Benz AG.

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What they’re saying

“You know, one of the things I had to do at Alabama, when I first came to Alabama, they had the coach doing Kia commercials. I said, 'I want my own marketing rights. You're not going to catch me on the damn stadium steps doing a Kia commercial.'”

— Nick Saban, Head Football Coach, University of Alabama

The takeaway

Saban's decision to maintain control over his marketing and brand associations at Alabama demonstrates the importance of personal branding and reputation management for high-profile coaches and athletes. By aligning himself with premium brands like Mercedes-Benz, Saban was able to preserve his elite status and carefully curate his public persona, which has likely contributed to his long-term success and influence in the world of college football.