Michigan partners with The Brandr Group to launch group licensing for student-athletes
The Brandr Group (TBG), a brand management and licensing agency founded by Wesley Haynes, announced a new group licensing agreement for Michigan student-athletes Tuesday morning. The partnership includes all 29 sports and grants “the collective use of student-athletes’ NIL in licensing and marketing programs, co-branded with Michigan Athletics logos and marks.”
All Michigan student-athletes will be able to join the TBG program voluntarily and allow the organization to facilitate unique group NIL opportunities. TBG currently has group rights agreements with some of the biggest brands in college football along with the NFL, NBA and MLB players’ associations.
Per TBG’s release, fans will now be able to purchase official Michigan merchandise with the name and numbers of their favorite Wolverines starting this fall.
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Michigan, TBG on their new agreement
Execuitive Associate Athletic Director Doug Gnodtke: “At Michigan, maximizing the experience of our student-athletes will always be a top priority, and this agreement with The Brandr Group will give all Michigan student-athletes the opportunity to monetize their NIL and elevate their personal brands. With the wide variety of programming available through our partnership with The Brandr Group, we’re also excited about how co-branded apparel and other items will give our fans new ways to celebrate their favorite players.”
TBG CEO Wesley Haynes: “The University of Michigan has a storied history of success across all of its athletic programs, and we are thrilled to partner them to unlock NIL opportunities for all of their student-athletes. Through this group licensing deal, not only will U-M student-athletes benefit from co-branded opportunities through Michigan’s merchandising and sponsorship portfolio, but exciting new engagement opportunities will also be available for the loyal and passionate fanbase.”
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More about The Brandr Group
Via thebrandrgroup.com: “We specialize in developing co-branded college business using group player rights.”
Licensing – “We work with licensees to create and market co-branded college products utilizing group licensing rights.”
Sponsorship – “We position brands to leverage Student-Athlete Name, Image, and Likeness in conjunction with University intellectual property to maximize the value of their collegiate sports marketing initiatives.”
Media – “We create player-driven content featuring college storytelling and analysis by professional athletes.”
