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Michigan football continued to revamp its support staff Monday.
Sydney Sims was hired as director of strategic communications and branding. In her new job, she will help the recruiting department while running the program's social media accounts.
Sims most recently worked at Notre Dame, where she spent 15 months in a similar role.
Sims' hire comes as the Wolverines have undergone a reorganization in the choppy wake of a 2-4 season in 2020.
After head coach Jim Harbaugh signed a contract extension that halved his salary and reduced his buyout, Michigan brought in six new on-field assistants. The recruiting department was also revamped. Matt Dudek, who oversaw the operation, left for Mississippi State. Courtney Morgan was then hired as director of player personnel and Aashon Larkins, an analyst, was appointed director of recruiting. In addition, Jerret McElwain was promoted to director of scouting after working within the recruiting wing in an ancillary position.
The moves come as college sports enter a new age with the proposal of name, image and likeness legislation that could create opportunities for student-athletes to make money through personal branding.
Sims' role appears directly ties to NIL. In the news release from Michigan athletics, she will be responsible for "handling branding, education and initiatives with the student-athletes."
This article originally appeared on Detroit Free Press: Michigan hires recruiting staffer to handle branding with NIL entering picture