Michigan signs NIL deal with Learfield for use of logos

Submitted by GoBlue96 on February 1st, 2023 at 2:18 PM

This seems significant.  Michigan athletes can now use (with approval) the Michigan's marks, logos and IP in NIL deals.

https://mgoblue.com/news/2023/2/1/general-michigan-announces-learfield-allied-nil-initiative-for-brands.aspx

 

ANN ARBOR, Mich. -- The University of Michigan and Michigan Sports Properties have announced they will incorporate LEARFIELD Allied, a first-of-its-kind initiative enabling brands to partner with universities and student-athletes to create co-branding opportunities around name, image, and likeness (NIL).

LEARFIELD Allied provides official partners with the opportunity to create deeper and more authentic connections by combining Michigan's official marks, logos and intellectual property (IP) with the brand's own engagement and student-athlete NIL.

"We're thrilled to further expand NIL opportunities for Michigan student-athletes and our sponsors through LEARFIELD Allied," said Warde Manuel, Donald R. Shepherd Director of Athletics. "From being the first NCAA school to provide uniform jersey licensing programs for student-athletes to hosting the VICTORS Exchange, the nation's largest INFLCR local exchange platform, Michigan Athletics remains committed to innovative partnerships that are beneficial to our student-athletes."

Once official partners have connected with Michigan student-athletes, creative concepts and assets that include Michigan's marks, logos and IP get submitted to LEARFIELD and Michigan Athletics for approval to maximize brand exposure, reach, and engagement.  

"Michigan Sports Properties has been deeply engaged with the evolving NIL ecosystem, and we are excited to bring co-branding concepts to our official partners on behalf of Michigan and its student-athletes," said Jennifer Cadicamo, Vice President and General Manager of Michigan Sports Properties, the university's athletics multimedia rightsholder and LEARFIELD's local team. "As the sole representative of the University of Michigan, we are already in deep discussion with partners who want to expand their visibility and engagement with audiences in conjunction with Michigan's talented student-athletes and official marks."

LEARFIELD Allied builds upon the company's intellectual property rights and market-leading college sports marketing services, which have connected local and national corporate brands to universities and college sports fans for 50 years. 

About LEARFIELD: LEARFIELD is a media, data, and technology services leader in intercollegiate athletics. The company unlocks the value of college sports for brands and fans through an omnichannel platform with innovative content and commerce solutions. LEARFIELD, which does not represent student-athletes, provides services to its partners that include licensing and multimedia sponsorship management; publishing, audio, digital and social media; data analytics; ticketing, ticket sales and development services, and professional concessions expertise; branding; campus-wide business and sponsorship development. 

RobM_24

February 1st, 2023 at 2:31 PM ^

Sounds interesting, but I wonder about this part:

submitted to LEARFIELD and Michigan Athletics for approval 

How many companies would UM realistically sign off on aligning themselves with, and how exhaustive is that approval process?

 

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Venom7541

February 1st, 2023 at 3:44 PM ^

Years ago, ASU ended up on pornhub as one of their cheerleaders did porn in an ASU unitform. Louisville might have been on pornhub too as one their cheerleaders had nudes leak with photos of her in a Louisville cheer uniform too. 

On a side note, I am going out with a Louisville cheerleader Friday not. Not going on pornhub with her or anything, just pretty excited about the date and had to share, haha.

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RobM_24

February 1st, 2023 at 2:54 PM ^

I get the reason for the approval process, but I'm wondering what they'd actually be willing to approve outside of like apparel and commercials or social media advertising for companies that already have agreements with the University. 

Maybe I'm just thinking too narrowly and somebody can come up with some examples. 

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RobM_24

February 1st, 2023 at 5:06 PM ^

Good example of what I'm curious about. Could one of our players represent any mustard brand, or would it have to be the university's preferred brand. I had no idea if Michigan had a preferred mustard brand, but a Google search shows we had mustard drama in the past:

https://www.maizenbrew.com/2012/4/24/2971470/dave-brandon-no-more-heinz-mustard-at-michigan-stadium-mustardgate

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NeverPunt

February 1st, 2023 at 3:12 PM ^

There's already procedures in place for things like - whenever you see something printed with the Michigan logo, it goes through this procedure including things like t-shirts for students groups and collectible mugs and what have you. 

In my experience (not with NIL stuff), they're pretty thorough and quick to get through approvals. It will be trickier with some of the NIL stuff, but still very doable and this builds value for the company offering the NIL opportunity if Blake Corum can show up in the commerical in his jersey for example.

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LDNfan

February 2nd, 2023 at 3:07 PM ^

'The company unlocks the value of college sports for brands and fans through an omnichannel platform with innovative content and commerce solutions..."

Please tell me this was generated by AI..no humanoid should ever speak like this. 

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