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Bryce Underwood donating proceeds from NIL jersey sales to Detroit youth programs

ns_headshot_2024-clearby: Nick Schultz08/29/25NickSchultz_7
Bryce Underwood
Junfu Han / USA TODAY NETWORK via Imagn Images

As he prepares for his first collegiate start, Michigan quarterback Bryce Underwood is giving back. His officially licensed NIL jerseys are now available, and he’s donating proceeds toward youth programs in Detroit, Valiant Management Group announced.

A percentage of sales from the jerseys will go toward youth academics, sports and personal growth in Detroit. Underwood starred at nearby Belleville before committing to Michigan last year as the crown jewel of the Wolverines’ recruiting class.

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Underwood then went on to win the starting quarterback job. He will make his debut Saturday against New Mexico, but he’s also remembering where he came from by using his NIL dollars for good. He has a $3 million On3 NIL Valuation.

“I look forward to making an impact in the city that raised me,” Underwood said, via ESPN’s Adam Schefter.

Underwood signed a lucrative NIL package at Michigan, and On3’s Pete Nakos reported more details on the former top recruit’s four-year deal. He also announced NIL deals with Beats by Dre and Celsius in the lead-up to the Wolverines’ season opener on Saturday.

At $3 million, Underwood’s On3 NIL Valuation is the 10th-highest in college football. It also puts him at No. 11 in the On3 NIL 100, the first of its kind and defacto NIL ranking of the top 100 high school and college athletes ranked by their On3 NIL Valuation.

Shortly after he announced his commitment to Sherrone Moore and Michigan, Underwood announced a partnership with the UM-focused NIL collective, Champions Circle, and Valiant Management Group to launch a merchandise store. T-shirts and trading cards were available for preorder.

“I am beyond excited to announce my commitment to the University of Michigan,” Underwood said in a statement on the NIL collective’s website. “Growing up here, it’s been a lifelong dream to wear the Maize and Blue. I’m ready to give my all for this team, this university, and our incredible fans.”

Bryce Underwood was part of what Moore called an “open competition” to be Michigan’s starting quarterback this year and won out over Jake Garcia and Mikey Keene. He will be under center for Saturday’s first game of the 2025 season as Michigan takes on New Mexico at 7:30 p.m. ET on NBC.

“He’s earned the opportunity,” Moore said. “It was not given to him. All the other quarterbacks had a really good camp as well. I really thought Jadyn Davis has come along and taken the next steps. He’ll be the two behind him. He’s done a really good job.”