The Early Years & College Football Playing Career

Born on December 8, 1941, William (Bill) Raines Battle III is a former college football coach and director of athletics.

Battle grew up in Birmingham, Alabama, and attended West End High School. It was the school’s B-team football coach, who also happened to be the head track and field coach who noticed Battle’s potential, even though at the time he was shorter than others and not in the best of shape.

He played as lineman for his high school team, and found greater success when he changed position to wide receiver half way through his junior year. But, it was his college years at the University of Alabama where he would truly flourish.

In 1960 he joined the University of Alabama on a scholarship, and played under head coach Paul “Bear” Bryant. Battle initially told his coach that he was more suited to baseball, but Bryant insisted that Battle learn how to improve his running, which would help him shine on the football pitch.

His coach put him in the 440-yard dash, and he even competed in the state track meet for the mile relay race. At the same time, Battle also shot up 6 inches between his sophomore and junior year, and with this added speed, really began to come into his own as a football player.

Coach Bryant also ensured his team stayed lean and didn’t gain weight like many other college players, instead focusing on agility and an impenetrable defense as a key strategy.

Between 1960 and 1962 Battle played as starter, catching 23 passes for 369 yards as well as four touchdowns.

He graduated from the University of Alabama 1963 with a degree in biology with a minor in Psychology, and pursued a master’s degree in Education which he gained from the University of Oklahoma in 1964.

Coaching History & Timeline

His first coaching position was working as a graduate assistant at the University of Oklahoma, after which he moved to the United States Military Academy (USMA) at West Point. Here, he held the position of assistant coach while also serving time in the Army.

He became an ends coach for the University of Tennessee in 1966, and then was appointed as Head Coach, replacing Doug Dickey in 1970. At the time of his appointment, he was the country’s youngest ever college football head coach.

Although the Volunteers didn’t win a Southeastern Conference under his leadership, Battle proudly never had a losing record, going 31-5 in his first three seasons as head coach.

In his 1971 season, the University of Tennessee finished 10-2, and was the same case the following year. In 1973 enjoyed five straight victories but lost to Texas Tech in the Gator Bowl.

In 1974, they lost to Alabama, and Auburn ending 7-3-2.

During Battle’s last season the Volunteers finished 6-5. So although the losses gradually increased in his last few years as coach, he still had a very respectable win loss record overall.

The records speak for themselves, and during his seven years as head coach for the Volunteers his teams went 59-22-2, along with ranking in the top 10 three times, the top 20 twice and winning four out of the five bowl games they played.

Life After Coaching

After being arguably pushed out of the head coaching position at the University of Tennessee, his former coach convinced him to meet with Larry Striplin, a former basketball player, playing for Birmingham-Southern. Striplin had moved into the window manufacturing and glass business, and managed to get Battle to work for him after he was dismissed from his coaching position at Tennessee.

It seems that a strong business acumen, as well as academic and athletic prowess is something that came naturally to Battle.

A few years into his time working with Striplin, the company received a huge order from Saudi Arabia, with the first of four phases worth $42 million. The company grew from strength to strength and Battle became president of the company while Striplin acquired other businesses and began to expand.

One of Striplin’s business meetings with Jack Nicklaus’s associates resulted in Striplin and Battle acquiring the exclusive licensing rights to Nicklaus’s famous Golden Bear logo, accessories, socks and gloves. This was in addition to additional items on a nonexclusive basis.

While this new business relationship began to grow, Battle was still running the window company and had to run the company’s board meetings. One of the board members he picked up for one of the meetings was none other than his former coach, Paul Bryant.

It emerged that Bryant was looking to switch agents, and Battle jumped at the opportunity, even though he had no agency experience. Bryant signed and exclusive agreement with Battle and Striplin, and while on the Alabama campus one day, he had a light bulb moment.

It appeared no one in the college football world was involved in licensing, and Battle spotted this opportunity which led to him forming the Collegiate Licensing Company, later moving the company to Atlanta in 1984.

He built this company to a point that IMG acquired it for $100 million in 2007, making him a multimillionaire.

Several years after selling his company, Battle returned to his alma mater at the University of Alabama, succeeding Mal Moore as Director of Athletics. Even after a complete career change Battle clearly missed being in the world of college football, and he remained at Alabama for four years before retiring in 2017.

Notable Awards

SEC Coach of the Year 1985

College Football Hall of Fame 1987

Alabama Sports Hall of Fame 1982

National Collegiate Licensing Hall of Fame 2000