In August of 1991, Gatorade launched one of the most successful sports-related advertising campaigns in history when it corralled the enthusiasm for young athletes who wanted to “Be Like Mike.” The campaign, of course, was focused on the exploits of Chicago Bulls star Michael Jordan and made him a wealthy man with a ten-year contract to promote the drink. Jump ahead 34 years later and an unlikely sports figure is on his way to making Jordan’s success and income look like a (excuse the pun) drop in the bucket. In 2025, should we consider business opportunities to be “More like Nick?”
When he’s not hocking VRBO rentals in his very amusing ad campaign, former legendary Alabama (and, amongst others, Michigan State) football coach Nick Saban is very quietly amassing a literal fortune. Few have heard or even anticipated that his partnership with Dream Motor Group (DMG) could catapult him into billionaire status. His strategic alliance with DMG could also offer valuable insights for entrepreneurs seeking new business and financial opportunities.
The Saban-DMG Partnership Model
Nick Saban, who has amassed seven national college football championships, didn’t simply retire. He fully pivoted to business by partnering with DMG, a luxury automotive dealership company based in Louisiana with its corporate headquarters in Nashville. This partnership united Saban’s personal brand alongside DMG’s established infrastructure and industry expertise.
The business collaboration showed how complementary strengths can create impressive value. Saban brought his leadership philosophy, name recognition, and connections, while DMG contributed operational knowledge and market presence. Together, they created something neither could have achieved independently. According to a recent article in Forbes, Joe Agresti, who runs the day-to-day operations for his Mercedes-Benz dealership in Baton Rouge and owns a majority stake in the DMG dealerships, is now worth in the neighborhood of $1.1 billion. Forbes says that Saban, because of his now minority partnership stake in many of the DMG ventures, could become the first billionaire college football coach ever. This partnership came after only a four-hour meeting between Saban and Agresti.
So what can businesses and entrepreneurs learn from a billionaire and a potential championship coach/billionaire? Quite a bit if you think about it. And yes, with the right strategy, maybe you too can be like Nick.
1. Leverage Your Unique Value Proposition
Saban’s partnership success stems from understanding his value and reputation for rigid, no-nonsense excellence, leadership, and winning. Entrepreneurs need to identify their distinct strengths when seeking partners. What do you bring to the table that others can’t? That unique value proposition becomes your strongest negotiating asset in forming beneficial partnerships.
2. Seek Out Someone with Complementary Capabilities
The most successful partnerships bridge gaps in expertise or resources. Dream Motor Group got Saban’s brand and network. Look for partners whose strengths complement your weaknesses and vice versa, creating a scenario greater than the sum of its parts.
3. Align Brands
Saban’s excellence and attention to detail align perfectly with luxury automotive sales. When forming partnerships, make sure your values and brand positioning match those of your potential partners. Not being aligned can damage credibility and limit your long-term success potential.
4. Don’t Be Afraid to Go Beyond Traditional Boundaries
Saban’s move from coaching to the automotive business demonstrates the power of crossing industry lines. Entrepreneurs should consider partnerships outside their immediate field, where their skills might create unexpected value. Innovation often happens at the intersection of these opportunities.
5. A Structure for Value and Growth
The most sustainable partnerships create ongoing value for everyone. Saban’s arrangement with DMG appears to be structured to grow both his wealth and the company’s market presence. Your partnership should incentivize commitment and contribution from all sides.
How to Change the Game
Strategic partnerships are often the pathway to extraordinary business growth. Like Saban and Dream Motor Group, entrepreneurs can accelerate their journey by finding the right allies who complement their strengths and share a vision.
When structured thoughtfully, strategic partnerships can provide the resources, knowledge, and market access needed to transform your business potential. Nick Saban’s potential billionaire endeavor with DMG demonstrates how aligning with the right partners might not give you the capability to rise above the rim like Mike, but it could eventually help you reach business heights you could never have achieved alone.