Michigan announces new sponsorship program, ads coming to The Big House

NCAAF College Football News, Photos, Stats, Scores, Schedule & Videos...

Michigan Stadium is going to look a little different moving forward.

On Wednesday morning, the Michigan athletics department announced the creation of the Leaders and Best Champion Partners Program, a new sponsorship initiative that will bring corporate branding into The Big House while generating additional revenue to support the Wolverines’ student-athletes.

Coca-Cola, Meijer and Google Gemini are the first three companies involved in the program. The press release stated the ad partners were selected in part because of their existing ties to the university and their alignment with the department’s values.

The move represents a notable shift for Michigan Stadium, which has historically avoided the type of extensive advertising found in many other college football venues.

“The Leaders and Best Champion Partners Program reflects the next step in Michigan Athletics’ proud tradition of excellence,” Athletics Director Warde Manuel said in the press release. “This is not a departure from who we are, but an evolution that strengthens our ability to remain a national leader, compete for championships, and support our student-athletes in the modern era of college athletics.

“Michigan Stadium is one of the most iconic and cherished venues in all of sports, and we have been deeply intentional about preserving its tradition, character, and identity. As we introduce this partner program, we will do so with care and purpose, ensuring that any brand partner presence is strategic, tasteful, and aligned with the values of the University of Michigan.

“We are grateful for the meaningful investment these partners are making in Michigan Athletics and, most importantly, in our student-athletes. Their support will help position Michigan to thrive in the evolving revenue-sharing and NIL landscape while continuing to pursue championship success at the highest level.”

Michigan Athletics emphasized that the new branding will be intentionally designed to ensure it isn’t too distracting. The elements will include field signage, end-zone branding, scoreboard features and other in-game or digital activations. The department is also considering additional premium inventory, including jersey patches. Additionally, any signage will follow a consistent maize, blue and white color scheme in an effort to keep the new sponsorship elements from overwhelming the appearance of the stadium.

Coca-Cola will become Michigan’s exclusive beverage provider through the agreement. The company has had relationships with various parts of the university for years.

Meijer is also a familiar name around the university. The Michigan-based retailer has been a longtime partner of the athletics department, and its new role expands that presence inside the stadium.

“Meijer is proud to be a longtime partner of University of Michigan Athletics, with our presence at The Big House reflecting the deep pride we share with fans across the state,” said Melissa Conway, director of Community Partnerships & Giving at Meijer. “As a Michigan-based company, we’re honored to stand alongside an organization committed to creating memories and incredible experiences for our communities, and to celebrate the fans who support the Leaders and Best.”

Google Gemini rounds out the initial group of Champion Partners.

The program is being developed with Learfield’s Michigan Sports Properties, which holds Michigan Athletics’ multimedia rights and handles the department’s sponsorship relationships. In the press release, Learfield president Kim Damron characterized the initiative as an attempt to strike a middle ground between Michigan’s traditional approach at The Big House and the financial demands of modern college sports.

For Michigan fans, the biggest question might be how much of this new sponsorship presence they actually notice when they walk into the stadium. Based on Michigan’s stated approach, the answer should be: “Enough to create meaningful value for the department, but not enough to change the stadium into something it isn’t.”

That balance will become much easier to judge once the Wolverines take the field a couple weeks from now.

More at NCAAF College Football News, Photos, Stats, Scores, Schedule & Videos