Champions Circle, Charles Woodson team up to support Michigan athletes

Michigan football legend Charles Woodson is raising a glass to today’s Wolverines.

Champions Circle announced Wednesday it has partnered with Woodson Whiskey to release two limited-edition bourbons that will directly benefit University of Michigan student-athletes through NIL opportunities.

The collection features the Champions Circle 3-Year Kentucky Straight Bourbon (90 proof) and the Champions Circle 6-Year Single Barrel Bourbon (97 proof). The latter pays tribute to the Wolverines’ 1997 national championship team, with each hand-numbered bottle designed as a collector’s item.

“Michigan fans have always shown up for their team. Now they can raise a glass and know they’re helping the next generation of Wolverines chase their dreams,” Woodson said in the release.

Phil Hollyer, executive director of Champions Circle, called the partnership another unique way to unite the Michigan community behind its athletes.

“This collaboration with Charles and Woodson Whiskey provides one more way for Michigan alumni and fans to rally behind our student-athletes. Every pour will help us fuel their success,” Hollyer said.

A portion of proceeds from each bottle sold will go toward NIL opportunities for Michigan athletes, providing them with resources to succeed on and off the field. Bottles will be available at select Michigan retailers later this month and online beginning Wednesday at championscirclespirits.com.

Champions Circle operates across multiple avenues, including fan memberships, branded partnerships, and events, all designed to connect alumni and fans with Michigan athletics. The addition of Woodson Whiskey further strengthens those ties.

Woodson, a Pro Football Hall of Famer and 1997 Heisman Trophy winner, launched Woodson Whiskey in 2020. In 2024, the brand became the official whiskey of Michigan Athletics, a move that aligned his personal legacy with the Wolverines even more closely.