5-star Michigan recruit Will Johnson signs 'historic' NIL deal

On3 Consensus five-star cornerback and Michigan Wolverine signee Will Johnson has inked a multi-year NIL deal with AFB Hospitality Group.

The NIL deal is among the first of its kind in Michigan for a player who hasn’t yet taken the field, according to attorney Michael D. Stein, who represents Johnson and who practices law in the evolving world of collegiate name, image and likeness endorsement deals. Stein said the deal is a historic NIL moment.

“From my perspective, this deal is a trailblazer for NIL compensation,” Stein said in a news release. “It sets a precedent for future student-athletes and businesses alike. Deals like these will pave the way for younger athletes to profit from their star power at the start of their collegiate careers, while also allowing businesses to forge early partnerships with athletes who will be the household names of tomorrow.”

Coming out of Gross Pointe (Mich.) Grosse Pointe South, Will Johnson is one of the most coveted prospects in the Class of 2022. Johnson ranks as the No. 18 player in the country, according to the On3 Consensus, a complete and equally weighted industry-generated average that utilizes all four major recruiting media companies. He is the nation’s second-ranked cornerback and the top overall prospect in Michigan.

Will Johnson a household name with Wolverine fans

Will Johnson also has deep, deep ties with the Michigan Wolverine community.

His father, Deon Johnson, played football for the Wolverines and helped the program notch a signature win in the 1993 Rose Bowl. His father also is one of the founders of Sound Mind Sound Body. SMSB is an elite training program that also equips athletes with the resources to succeed off the field.

AFB Hospitality Group operates The Morrie, a Detroit area restaurant known for its eclectic roadhouse-style cuisine and live music. It has two locations in the area.

The terms of the deal were not released. But Will Johnson has an On3 NIL Valuation of $53,000.

The On3 NIL Valuation is an index that looks to set the standard market value for both high school and college-level athletes. The On3 NIL valuation does not act as a tracker of the value of NIL deals an athlete has completed to date. It rather signifies an athlete’s value at a certain moment in time.

By partnering with AFB Hospitality Group and The Morrie, Stein said Johnson becomes one of the first freshmen athletes already enrolled at Michigan to sign a multi-year NIL deal. He is also one of the first to partner with a high-profile hospitality brand, Stein said.

Deal a ‘perfect’ match

In exchange, Will Johnson will make public appearances at both of The Morrie’s locations. He will also promote the restaurants on his social media profiles and participate in other NIL activities.

“With the rise of social media and the new college sports landscape, I’m now blessed with the opportunity to market myself and my brand, and further the business goals of my brand partners, as I plan to do with The Morrie,” Johnson said in a news release. “Working with one of the hottest restaurants and live music venues in Michigan perfectly matches my vibe and who I am.”