Michigan Expands NIL Support with Learfield and Altius Sports Partners

New collaboration builds on the NIL momentum for Wolverines

The University of Michigan’s collectives and its student-athletes have been on the forefront of Name, Image and Likeness efforts the past few years. But a new partnership takes those efforts to another level.

Michigan is partnering with Learfield and Altius Sports Partners to create a position that will help support NIL efforts for the university and its athletes.

Michigan and Learfield are already partners and that partnership allows commercial partners to use Michigan marks and logos as a part of NIL opportunities. That includes student-athlete partnerships with campaigns like Michigan Made, Those Who Stay, the Ford-Wolverine Ride-Along, and the Gonna Need Milk campaigns.

But by adding Altius to the partnership, Michigan will now have an NIL executive general manager in house, which will provide dedicated support to Michigan student-athletes, coaches and administration on everything from strategy to partnerships.

It’s a partnership that befits a school that just won the national championship in football and has one of the most robust collective networks in college athletics, as evidenced by the largest NIL marketplace in the country as part of the INFLCR-based VICTORS Program.

"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," said Michigan athletic director Warde Manuel. "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."

ASP will be responsible for hiring and training the new EGM.

“Our collaboration is designed to create initiatives that provide diverse opportunities for Michigan’s athletes in the NIL landscape,” said Casey Schwab, the CEO of ASP.

Michigan is the 18th school to collaborate with ASP as part of its GM Program. Michigan and Learfield have been partners since 2001.