The Wolverine: Covering University of Michigan Football and Sports
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28 THE WOLVERINE ❱ MARCH 2024 ❱ MICHIGAN FOOTBALL The Michigan athletics department has been playing catch-up when it comes to name, image and likeness opportu- nities in all sports. On Valentine's Day, however, they announced they'd created an executive general manager (EGM) po- sition in collaboration with Altius Sports Partners (ASP) and a senior manager of business development in collabora- tion with Learfield and Michigan Sports Properties. This one has been in the works for a while and, in the words of the university, "further amplifies 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 opportuni- ties 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 relation- ships," athletics director Warde Man- uel 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 capital- ize on the dynamic opportunities within the realm of NIL." One of the foremost advisors to col- legiate athletics departments, Altius Sports Partners will recruit, train, and supervise its in-house NIL EGM posi- tion. The EGM will "collaborate closely with the athletics department and play a pivotal role in enhancing all aspects of Michigan's existing NIL program, edu- cating stakeholders, elevating the over- all 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," Casey Schwab, CEO of Altius Sports Partners, said. "Our collaboration is designed to create initiatives that pro- vide diverse opportunities for Michigan's athletes in the NIL landscape. We're ea- ger to identify the right candidates for the in-house NIL EGM position — individu- als who share our dedication to empow- ering athletes and proactively managing change in this dynamic landscape." The ASP-led executive general man- ager will work collaboratively with the newly dedicated position from Learfield, a senior manager of business develop- ment 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 op- portunities to execute campaigns fea- turing student-athletes. Michigan will continue its NIL educational and brand- ing support through its existing staff of experts and collaboration with the col- lectives supporting U-M Athletics, in- cluding the Champions Circle collective. The Altius Sports Partners GM Pro- gram, launched in July 2022, is a central- ized initiative involving 18 participating institutions, including Michigan, Geor- gia, and others. This program empha- sizes 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 Michi- gan Athletics began in 2001 and now consists of an enterprise-wide approach. Learfield is the commercial and intel- lectual 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, was integrated into the partner- ship. "We are thrilled to continue our sup- port of Michigan Athletics as it continues to build on its incredible momentum in the NIL space by strengthening connec- tions with strategic brand partners," said Solly Fulp, executive vice president, NIL Growth & Development at Learfield. "This enhanced partnership demon- strates Michigan's commitment to sup- porting its athletics programs, student- athletes and passionate fan base." — Chris Balas 2024 MICHIGAN FOOTBALL SCHEDULE Date Opponent April 20 Maize vs. Blue Spring Game* Aug. 31 FRESNO STATE Sept. 7 TEXAS Sept. 14 ARKANSAS STATE Sept. 21 USC Sept. 28 MINNESOTA Oct. 5 at Washington Oct. 19 at Illinois Oct. 26 MICHIGAN STATE Nov. 2 OREGON Nov. 23 NORTHWESTERN Nov. 30 at Ohio State Dec. 7 Big Ten Championship Game * Exhibition at Noon MICHIGAN MAKES A BIG MOVE TO IMPROVE NIL OPPORTUNITIES The 2024 home slate in Michigan Stadium will be highlighted by games with Texas, USC, Oregon and Michigan State. PHOTO COURTESY MICHIGAN PHOTOGRAPHY