Roll Tide is right.

The University of Alabama is set to capitalize on its success over the last five years by signing one of the nation’s most lucrative multimedia rights deals with Learfield Sports worth at least $150 million to $160 million over 10 years.

The extension of a long-term relationship between the Crimson Tide and Learfield will now run through June 30, 2024. Alabama, which has been with Learfield since 1998, took advantage of an opt-out in its previous deal to renegotiate. The school, which did not talk to other companies, could make even more money through a revenue-share — on top of the guarantee — if Learfield’s sales top certain thresholds.

The new financial terms of $15 million to $16 million a year double Alabama’s guarantee previously and put the Tide among the top three schools in multimedia rights revenue behind Texas and Notre Dame, both of which have unique TV arrangements that boost their overall figure.

“A lot of things have changed since the last time we negotiated a deal,” said Bill Battle, Alabama’s athletic director. “This option gave us a chance to look around the marketplace and see how things look now versus five years ago. Alabama has been on a pretty good roll since then.”

The Tide has won three of the last five college football national championships, which drives up the value in Alabama’s property and provides the rights holder the opportunity to develop additional inventory.