Alabama Sports Council

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The Alabama Sports Council (ASC) is a non-profit organization incorporated in 2016 by attorney Courtney French, Regions Bank executive Rick Swagler, and Alabama Power Company executive Nick Sellers to recruit, host, and manage amateur sporting events in the state.

The organization works closely with Eventive Sports (formerly Bruno Event Team) for on-the-ground operations. It currently manages the SEC Baseball Tournament at Hoover Metropolitan Stadium, the SEC Women's Golf Tournament at Greystone Golf and Country Club, and the Magic City Classic at Legion Field. It has also partnered with the Lakeshore Foundation to host the Birmingham Hammerfest handcycle event at Pepper Place.

In 2016 the ASC and BET worked to secure a return of the Davis Cup to Birmingham, proposing to hold a semi-final match at the Hoover Met, but the US team was defeated by Croatia and the match was held in Zadar.

In February 2023 the Jefferson County Commission debated making a $750,000 appropriation to ASC. "to market Jefferson County at the Magic City Classic," which was reduced to $500,000 when approved. Commissioners stated they would also look at contributing to Alabama State University and Alabama A&M University for their participation in the game.


  • Anderson, Jon (June 3, 2016) "Alabama Sports Council wants to bring Davis Cup semifinals to Hoover Met." Hoover Sun
  • Johnson, Roy S. (February 20, 2023) "Jefferson County Commission to consider new six-figure contribution to Magic City Classic."

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