Michigan, Brandr Group launch group licensing deal

On3 imageby:Dan Morrison05/24/22

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Michigan and The Brandr Group have reached a group licensing agreement for all athletes across 29 different sports, opening up more NIL opportunities for student-athletes.

This licensing agreement allows The Brandr Group to use individual athletes’ NIL in marketing, along with Michigan’s logos. Student-athletes may join this group, which will then facilitate new group licensing opportunities on their behalf. There will be no limit to an athlete’s individual NIL rights if they are a part of this agreement.

“At Michigan, maximizing the experience of our student-athletes will always be a top priority, and this agreement with The Brandr Group will give all Michigan student-athletes the opportunity to monetize their NIL and elevate their personal brands,” Michigan Executive Associate Athletic Director and Chief of Staff Doug Gnodtke said in a press release.

“With the wide variety of programming available through our partnership with The Brandr Group, we’re also excited about how co-branded apparel and other items will give our fans new ways to celebrate their favorite players.”

Official Michigan merchandise through this deal should be available by the Fall of 2022 – the start of the next academic year. This will include gear with fans’ favorite player’s name and number on it.

What is The Brandr Group?

The Brandr Group is a brand management, marketing and licensing agency. They are administering this new program for Michigan athletes. Along with that, they will develop new licensing opportunities for Michigan athletes. They have been in the marketing space for years. That includes managing group rights programs in leagues like the NFL, NBA and MLB.

“The University of Michigan has a storied history of success across all of its athletic programs, and we are thrilled to partner with them to unlock NIL opportunities for all of their student-athletes,” TBG CEO Wesley Haynes said.

“Through this group licensing deal, not only will U-M student-athletes benefit from co-branded opportunities through Michigan’s merchandising and sponsorship portfolio, but exciting new engagement opportunities will also be available for the loyal and passionate fan base.”