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Champions Circle, Woodson Whiskey partner for limited-edition bourbon benefiting Michigan NIL

Anthony Broomeby: Anthony Broome10/01/25anthonytbroome
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Michigan legend Charles Woodson and Champions Circle have partnered for a bourbon whiskey benefitting NIL efforts (Photo credit: Champions Circle)

The Michigan Wolverines‘ official NIL partner, Champions Circle, and the Woodson Whiskey brand announced a partnership on Wednesday morning for a limited edition bourbon lineup benefitting student-athletes in Ann Arbor.

A portion of the proceeds from every bottle will benefit Michigan’s NIL opportunities, bolstering the resources needed to keep supporting the student-athletes within the program.

Bottles will be available at select Michigan retailers this October and online at championscirclespirits.com starting today.

“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,” Charles Woodson said in a release.

“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,” said Phil Hollyer, Executive  Director of Champions Circle®. 

The official release states:

Woodson Whiskey, founded by Michigan legend and NFL Hall of Famer Charles Woodson, has partnered with Champions Circle, the leading Michigan athletics fan engagement community and Official Partner of Michigan Athletics, to release two exclusive bourbons that give Wolverine fans a new way to support the Maize and Blue.  

The limited-edition lineup includes:  

– Champions Circle 3-Year Kentucky Straight Bourbon (90 Proof) – Bold, unapologetic flavor crafted  for Michigan fans who embody tradition, loyalty, and grit.  
– Champions Circle 6-Year Single Barrel Bourbon (97 Proof) – A nod to the Wolverines’ iconic 1997  National Championship team, each hand-numbered bottle represents a true collector’s item. 

Woodson Whiskey was founded in 2020 and is “built on craftsmanship, legacy and passion.” The brand became the official whiskey of Michigan Athletes in 2024 and has put out several commemorative editions, including a Team 144 bourbon whiskey as a nod to the 2023 College Football Playoff National Championship team.

For more information on Woodson Whiskey and Champions Circle, head to their official websites to learn more.