MONTGOMERY, Ala. (WHNT) — In Alabama, it's all about football.

Universities in the state make big bucks off of merchandise and ticket sales in the fall. Whether it's the SEC or another league, football is big business. Some institutions say college football brings in much more than just revenue.

Brent Dearmon, head football coach at the University of North Alabama, said it can be tough to generate revenue at the FCS level. However, he said that's about to change with their new on-campus stadium being finished next year. Dearmon said football rakes in millions for UNA.

"I think you're gonna have a bigger student life, will show up to games. It's gonna give a pride in the university, of having something that's their own," said Dearmon.

That pride also drives growth at Jacksonville State,

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