In a significant move to enhance the expansion of Name, Image, and Likeness (NIL) procedures at the University of Michigan, the athletic department has announced a partnership with sports marketing firms Learfield and Altius Sports Partners. The collaboration aims to empower and support student-athletes in maximizing their opportunities within the realm of NIL.

As part of the agreement, Altius Sports Partners will provide an in-house executive general manager (EGM), who will serve as a crucial link between the university's athletic department and the various collectives working with Michigan student-athletes. The EGM will be based in Ann Arbor and will report directly to Athletic Director Warde Manuel.

"We are delighted to announce this strategic investment through our new agreement with Altius Sports Partners and the growth of our Learfield relationships," expressed Athletic Director Warde Manuel. "This collaboration will play a vital role in supporting and empowering our student-athletes, harnessing the immense potential within the realm of NIL."

The partnership with Altius includes the appointment of a dedicated general manager who will leverage the expertise of the Altius team to provide specialized guidance, educational programs, and support in forging partnerships and activations for Michigan student-athletes and administration.

Altius CEO Case Schwab emphasized their commitment to enhancing Michigan's existing structure while maximizing opportunities for all student-athletes. Schwab stated, "We aim to be business partners with all the collectives that support Michigan. Our goal is to be a resource for student-athletes and ensure regular communication to unlock their full potential in the NIL marketplace."

Additionally, the University of Michigan has strengthened its partnership with Learfield by adding an Allied+ senior manager of business development. This addition will facilitate increased sponsor participation and unlock new NIL partner opportunities for Michigan Athletics.

Learfield Executive Vice President Solly Fulp stressed the importance of showcasing the achievements of current student-athletes in the NIL marketplace to attract prospective athletes. The expanded collaboration with Learfield is expected to further support these efforts.

In response to potential criticism regarding their NIL approach, Athletic Director Warde Manuel took full ownership and emphasized the university's commitment to benefiting student-athletes. "We will be as aggressive as possible within the rules. These partnerships are here to enhance what is available to our student-athletes. We have put months of work into this strategy, and if there is any criticism, I will take it. Our focus is to move in a way that benefits our student-athletes in the short and long term."

Manuel's unyielding support for the NIL efforts at Michigan demonstrates the university's dedication to providing their student-athletes with valuable opportunities. "NIL, to me, is an addition to all the things we value at the University of Michigan. I encourage everyone to support our collectives and Michigan Athletics."

The partnership with Learfield and Altius Sports Partners represents a significant step forward for the University of Michigan as it embraces and capitalizes on the evolving landscape of NIL opportunities.