Wolverines are taking step forward in NIL, which would be huge for Michigan football

Michigan has announced a new partnership with Altius Sports Partners and Learfield which should ramp up the Wolverines NIL activities.
Bowling Green v Michigan
Bowling Green v Michigan / Mike Mulholland/GettyImages

Michigan football fans have been wanting the Wolverines to take steps forward with their NIL programs and it seems as though the University has done that after announcing new partnerships in the NIL arena as well as the creation of a new executive manager position.

That position will be in collaboration with Altius Sports Partners. Michigan will also partner with Learfield and Michigan Sports Properties. Here's what Michigan AD Warde Manuel said in a release:

“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,” Warde Manuel said. “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.” 

This is a huge step forward for not just Michigan football, but all of the Wolverines sports program, especially basketball. At least if this lives up to the expectation and the expectation is that it will lead to more NIL money for Michigan athletes and better deals that can help the Wolverines compete at the elite level of college athletics.

“We’re excited to partner with the University of Michigan, an institution that prioritizes comprehensive athlete support,” Casey Schwab, CEO of Altius Sports Partners, said. “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.” 

NIL could play a key role in player retention this spring. Michigan football lost a ton of talent to the NFL -- 18 players were invited to the combine -- but there are a bunch of big-time dudes still on the roster as long as they can be retained and NIL development is key to that.


Let's hope this delivers as advertised.