Derek Jeter backs ALUM luxury hospitality brand for U.S. college towns

Derek Jeter has joined ALUM as an investor, board advisor and brand ambassador. ALUM is a new luxury hospitality company targeting America’s college towns with private members’ clubhouses, condo‑hotel residences, chef‑driven dining and alumni programming.

The first ALUM property is under development in Tuscaloosa, Alabama, and the company is negotiating additional sites in markets such as Michigan, Ohio State, Oregon, Oklahoma, Kentucky and Notre Dame. Jeter said he wanted to be “part of building it, not just attached to it,” citing the loyalty of college‑town fan bases as an underserved market.