When the 84th edition of the Magic City Classic kicks off at Legion Field in Birmingham on the last Saturday this coming October, it will be delivered by a new sponsor.

The annual showdown between Alabama State and Alabama A&M, two of the state’s Historically Black Universities, will be called the Amazon Magic City Classic presented by Coca-Cola, officials announced on Thursday.

“This four-year partnership represents a shared commitment to education, diversity and economic growth in our community,” said Perren King, the executive director of the Magic City Classic. “We look forward to working with Amazon to elevate the Classic experience for our fans and the broader HBCU family.”

Previously, McDonald’s was the presenting sponsor of what officials say is the most lucrative HBCU game in the country.

In 2023, tense negotiations between the two universities and the Alabama Sports Council, the nonprofit entity that oversees production of the event, put the Classic at risk. But in April that year, Alabama State signed a four-year agreement to receive $1.5 million in the years the Hornets are designated as the home team.

Seven months later, Alabama A&M signed on to receive $1 million when the Bulldogs are designated as the home team, and $300,000 when they are visitors.

Combined with the $500,000 annually each institution receives from the City of Birmingham, the average annual payout for each school over the four years will be $1.15 million, the highest guarantee among any HBCU football event, according to King.

“Through this partnership with the Magic City Classic, we’re celebrating HBCUs as a legacy of excellence while investing in tomorrow’s leaders,” said Donetta Houser-Sly, HR Director, Amazon North America People Experience & Technology. “This historic game isn’t just about football — it’s about community, opportunity, and the endless possibilities that arise when tradition meets innovation.”

Last year, Alabama State won its third-straight Classic, 27-19.