Michigan's Wilson is Breakout NIL Star of College Football Playoff
Timing is everything. In life, football and NIL. No. 1-ranked Michigan's Rose Bowl hero Roman Wilson is the shining example of how strategic NIL planning combined with clutch on-field performance can lead to breakthrough success.
Ahead of the "The Granddaddy of Them All" - the College Football Playoff's semifinal matchup versus No. 4 Alabama - Wilson announced two major NIL partnerships that set him up for major personal brand success.
Wilson's collaborations with Crocs and Accelerator put him front and center on the NIL marketing map prior to kickoff in Pasadena, however it was his Rose Bowl performance that etched his name in Michigan history.
Down seven points with under five minutes left in the game, Wilson and the Wolverines drove 75 yards for the game-timing score, with the senior wide receiver hauling in two dramatic catches: a 29-yard gravity-defying reception off a tipped pass followed by a 4-yard touchdown to force overtime and ultimately a Michigan victory.
Had the Wolverines not come through in overtime and advanced to Monday's National Championship against No. 2 Washington, Wilson's off-field NIL expansion would be impressive, but not breakthrough.
"It’s an amazing feeling seeing his business off the field grow like it has this year, because it wasn’t always like this," Wilson's agent Matt Knox of Athlete+ Management shared with Sports Illustrated. "He doesn’t forget his first year or two of NIL where deals were hard to come by and brands we knew he was a good fit for opted to work with other players instead."
With another chance to make on-field history and bring a championship to one of the most passionate fanbases in college sports, Wilson's current NIL brand portfolio is seeing major dividends from being featured across his social media accounts.
When signing with Accelerator, Wilson joined an athlete roster that includes Travis Kelce of the Kansas City Chiefs, Aaron Judge of the New York Yankees and NIL star Livvy Dunne of LSU.
"Accelerator is a unique deal because it is also in partnership with Deestroying, a popular football YouTuber who I had introduced Roman to over the summer," Knox added. "When Deestroying put together his own NIL campaign with the brand, Roman’s on field production and presence on YouTube made him a perfect fit."
Wilson's latest YouTube video offers a behind-the scenes recap of his Rose Bowl experience.
Outside of his two latest NIL deals, Wilson's most impactful partnership has been with Drip House Coffee Co. and Aloha United Way.
During training camp prior to the season, Wilson watched his childhood home of Maui get devastated by wildfires and knew he had to do something. But thousands of miles away, it was a difficult and emotional time. Together with Knox, Wilson concepted what support could look like and began exploring potential brand partners to help bring attention and send resources back home.
Ultimately Knox secured a partnership with Drip House Coffee Co. - located across the street from the Big House - and collaborated with Aloha United, one of Hawaii’s top organizations aiding the most pressing community issues across the islands.
Together with Drip House, Wilson launched two custom menu items - the Maui Mocha Latte and Wolverine Spam Sandwich - where 50% of proceeds from each item sold this season were donated to Aloha United to assist with Maui’s wildfire relief. According to Knox, thousands of dollars have been donated through Aloha United and are actively being invested throughout the Hawaiian community.
Now on college sports' biggest stage in Monday's College Football Playoff National Championship, WIlson has another opportunity to expand his impact both on and off the field, wrapping up an incredible Michigan career and scaling his influence far outside the football field.
