Hunter Dickinson: Michigan has 'done a better job' of embracing NIL, still 'room to grow'

In August 2021, Michigan Wolverines basketball junior center Hunter Dickinson appeared on Field of 68’s Go Blue With Stu podcast with former U-M guard Stuart Douglass and called the Wolverines’ NIL policies “restrictive.” He referenced the inability to use the school’s trademarks and logos as a source of frustration. Since then, U-M has allowed athletes to do so through a group licensing agreement with The Brandr Group.

Speaking at Big Ten Media Days Wednesday, Dickinson provided his updated thoughts on Michigan and NIL.

“I’d say we’ve grown a lot from the University of Michigan with NIL,” Dickinson said. “At first, they weren’t trying to embrace it. Now that we’re a year into it, I think Michigan now knows that they have to embrace it more, because it’s what college basketball and college athletics is at this point. So I think we’re doing a better job of adapting. I think there’s still a lot of room to grow.”

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Dickinson appears to be one of Michigan’s top earners through NIL. He has public deals with Outback Steakhouse among other companies and made enough money to purchase a Ford Bronco, which he calls his favorite new item.

Coming into the 2021-22 season, too, Dickinson announced he would return, but only for one more year. But with the way his NIL opportunities progressed, the Michigan center has been able to profit enough to want to stay in school. It wasn’t the only factor — he loves the college experience, head coach Juwan Howard and wants to continue to develop — but it played a part in him returning for a third year in Ann Arbor.

“It definitely made it easier,” Dickinson said of his decision to forgo the NBA Draft. “Without NIL, it definitely would’ve been a harder decision to make. But now, with the opportunity to make money while you’re still in college, that definitely helps my decision and other guys like me.”

Standout college players who won’t necessarily be high NBA Draft picks returning to school was a trend this offseason, especially among Dickinson’s position group. Kentucky big man Oscar Tshiebwe became the first Naismith Player of the Year to return to school since North Carolina’s Tyler Hansbrough came back for the 2009 campaign. Gonzaga’s Drew Timme, Indiana’s Trayce Jackson-Davis and North Carolina’s Armando Bacot are all back for more.

Hunter Dickinson embracing Michigan leadership role

Dickinson is one of three Michigan captains along with junior guard Jace Howard and junior forward Terrance Williams II. He was a leader of the team out of necessity last season, but he’s embraced his role more this year on a team without any seniors who are returning.

“My role has definitely changed a lot over my three years,” the Michigan center said. “I came in as a freshman who just wanted to be a sponge and try to soak up all the information from my older teammates, because we were a really experienced team my freshman year. We had a lot of great leaders — Isaiah Livers, Eli Brooks, Mike Smith, Chaundee Brown, Austin Davis. I felt like the whole team was seniors.

“Now that I’m a junior, now that I’m that leader for the team and somebody that the other younger guys look to for advice, thankfully I’ve got me, Jace and T-Will, guys that have been here for three years that also know the system … but I’ve also got guys like [Princeton transfer point guard] Jaelin [Llewellyn] and [Duke transfer forward] Joey [Baker] that are super old and I feel like are like 30. They bring great experience and leadership as well. Jaelin and Joey have played a lot of college games, so they bring a lot of great experience that the younger guys will be able to look forward to and ask for help.”

Dickinson feels well-equipped to help lead Michigan this season.

“This year, I’ve just embraced it because I know how important it is for the team and how important … if we want to win and be a better team that we were last year, how important the leadership role will be,” he said. “That’s something that I’ve really tried to embrace and grow.”