Michigan announces NIL partnership with Learfield, Altius Sports Partners
The University of Michigan has been somewhat embattled due to perceived lagging on the name, image, and likeness front compared to some other schools. But the Wolverines remain committed to rectifying that.
On Wednesday, the university announced a strategic partnership with Learfield (which has already been a partner in branding and broadcasting) as well as Altius Sports Partners to enhance and grow the NIL sphere in Ann Arbor. With the new partnership, Altius will hire an executive general manager for NIL who will work on campus to help facilitate deals and educate student-athletes on what’s available to them within the NIL space. This move will not replace collectives but will instead enhance what organizations such as Champions Circle and Stadium and Main already do.
For more on this new deal, you can read the full press release below.
Full release
Making a strategic play to empower its student-athletes, the University of Michigan Athletics unveiled today a strategic investment in the growth of its in-house NIL (Name, Image, and Likeness) program with the creation of an executive general manager (EGM) position in collaboration with Altius Sports Partners and a senior manager of business development in collaboration with Learfield and Michigan Sports Properties.
This forward-thinking initiative continues Michigan’s rapid embrace of the ever-evolving NIL ecosystem while further amplifying the impact through the unique collaboration of two industry powerhouses. Michigan’s new structure ensures that U-M student-athletes have a centralized point of contact and access to specialized expertise, enabling them to navigate and maximize NIL opportunities skillfully.
“I am pleased to announce this unique and strategic investment through a new agreement with Altius Sports Partners and the growth of our Learfield relationships,” stated Warde Manuel, the Donald R. Shepherd Director of Athletics. “The dedicated roles through ASP and Learfield provide a crucial step forward in supporting and empowering our student-athletes while combining three powerful brands aligned to capitalize on the dynamic opportunities within the realm of NIL.”
The foremost advisor to collegiate athletics departments, Altius Sports Partners will recruit, train, and supervise its in-house NIL EGM position. Collaborating closely with the athletics department, the EGM will play a pivotal role in enhancing all aspects of Michigan’s existing NIL program, educating stakeholders, elevating the overall experience of student-athletes, and increasing awareness of NIL initiatives within the business community and U-M collectives.
“We’re excited to partner with the University of Michigan, an institution that prioritizes comprehensive athlete support,” said Casey Schwab, CEO of Altius Sports Partners. “Our collaboration is designed to create initiatives that provide diverse opportunities for Michigan’s athletes in the NIL landscape. We’re eager to identify the right candidates for the in-house NIL EGM position – individuals who share our dedication to empowering athletes and proactively managing change in this dynamic landscape.”
The ASP-led executive general manager will work collaboratively with the newly dedicated position from Learfield, a senior manager of business development who will serve as the NIL subject matter expert for sponsorships while working closely with Athletics, Michigan Sports Properties’ vice president general manager, and local brands to identify opportunities to execute campaigns featuring student-athletes while protecting Michigan IP. Michigan will continue its robust NIL educational and branding support through its existing staff of experts and collaboration with the collectives supporting U-M Athletics, including Champions Circle.
The Altius Sports Partners GM Program, launched in July 2022, is a centralized initiative involving 18 participating institutions, including Michigan. This program emphasizes customized education, strategic guidance, and execution support for NIL initiatives tailored to each institution’s needs and priorities. Michigan is the first school to have an executive-level position in the program.
Learfield’s collaboration with Michigan Athletics began in 2001 and now consists of an enterprise-wide approach with support from its flagship multimedia rights division, licensed merchandise agency CLC, digital ticket and marketing platform provider Paciolan, and digital solutions leader SIDEARM Sports. Learfield is the commercial and intellectual property rights holder for the University of Michigan, along with 176 university partners featuring over 15,000 brand relationships, making the company the authority on NIL deal-making. In February 2023, Learfield Allied, a first-of-its-kind initiative enabling brands to partner with universities and student-athletes to create co-branding opportunities around name, image, and likeness (NIL) was integrated into the partnership. Through the introduction of Learfield Allied, along with industry-leading branded content creation via Learfield Studios, Michigan Athletics has executed innovative NIL activations with notable brands such as Cheez-It, Ford, Peloton, Blue Cross Blue Shield of Michigan, Meijer and provided fans with original series such as Those Who Stay and Michigan Made featuring the women’s basketball (Season 1) and women’s gymnastics (Season 2) teams.
“We are thrilled to continue our support of Michigan Athletics as it continues to build on its incredible momentum in the NIL space by strengthening connections with strategic brand partners,” said Solly Fulp, Executive Vice President, NIL Growth & Development at Learfield. “This enhanced partnership demonstrates Michigan’s commitment to supporting its athletics programs, student-athletes and passionate fan base.”
Recognized as an innovator in NIL as the first school to activate a group licensing deal with its student-athletes, Michigan Athletics continues to leverage its Academic Success Program, Athletics Career Center, and Leadership Development Programs, providing year-round opportunities for student-athletes. Michigan’s INFLCR-based VICTORS Program continues to be the largest NIL marketplace in the county.
