Michigan launches new NIL initiative, brand for life program M Power

At the onset of the NIL era, Jim Harbaugh and Michigan did not appear to have the most thorough plan in place.

While some institutions were ready to include name, image and likeness in their recruiting pitches, the Wolverines held off. Harbaugh has always viewed a player’s four years at Michigan as a “transformational experience, not a transactional experience.”

On Monday, the Wolverines launched a plan fit for college sport’s new world while sticking with their values. Dubbed the “M Power” program, the initiative’s goal is to provide the foundation an athlete’s brand for life.

“At Michigan football, we believe strongly in helping our student-athletes become the best version of themself on and off the field,” Harbaugh said in the launch video. “While we strive for championships on the field today, we feel the same strong obligation to compete to be and develop the strongest leaders of tomorrow.

“We want to further our mission by expanding the tools, resources and experiences required to help our players flourish throughout their lives. Our goal is to partner with our greatest supporters, to help build, promote and protect the players’ personal brands.”

Assisting athletes in NIL will be a key piece of M Power. The Wolverines have publicly backed NIL collectives since last December; the website for M Power provides more details. The campaign also has a form where businesses and supporters can reach out, providing contact info with the option to get in touch about making a financial contribution.

Michigan is leaning into donor support, too. Harbaugh has trips scheduled to Chicago, Los Angeles, New York and Washington, D.C., to meet with donors about the new program. He’s also making local stops in Ann Arbor and Grand Rapids, Michigan.

M Power will assist athletes in locating internships and mentorships, too. In recent years, Michigan has taken team trips to Rome and Michigan’s Upper Peninsula. The Wolverines traveled to New York, D.C., Gettysburg and Ohio last month. These are all life branding trips and under the M Power umbrella.

“My coaches and teammates have helped me to be my best on the field but Michigan always encourages us to be our absolute best off the field, as well,” starting quarterback J.J McCarthy said. “With more and more businesses and branding opportunities available to us athletes, the launch of M Power will help me maximize my full potential off the field while still allowing me to be the best teammate I can be.”

What does this means for Michigan’s NIL collectives?

Champions Circle launched as the first collective in the Michigan market last June as a for-profit entity. Yoke’s Ann Arbor NIL Club is still running after being launched last summer. A blockchain-based fan community, MGoDao raises money for NIL deals by selling NFTs.

Stadium and Main functions as an LLC and is partially operated by the NIL company PlayBooked. Hail! Impact joined the market in April as a nonprofit. All five have been endorsed by athletic director Warde Manuel in a letter sent out to Michigan donors and fans. The M Power site features a link to support all the collectives and learn more.

To compete in the current world of college football and basketball takes a strong collective framework. Speaking with a number of collective operators spread throughout the country, it is clear there has become an unannounced tiered system. Programs are operating on vastly different budgets. The top-funded organizations aim to have a bankroll of $8 million for an 85-scholarship football roster, multiple sources recently indicated to On3. 

More collectives at the Power 5 level are operating in the $3 million to $6 million ballpark. Some have decided to just stop spending significant dollars on high school prospects altogether. 

Securing support from Michigan is crucial for the five collectives, especially with donor fatigue a rising concern. Harbaugh has come out in support of nearly all of them, and he will vouch for them during his trips for M Power.

While some collectives are operating just to put cash in recruit’s pocket and stay competitive,