Michigan Athletics Launches Leaders and Best Champion Partners Program

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Michigan Athletics Launches Leaders and Best Champion Partners Program
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Michigan Athletics announced today (Wednesday, Aug. 19) the Leaders and Best Champion Partners Program, a carefully developed initiative that will bring select advertising opportunities inside Michigan Stadium. The program reflects a strategic approach to supporting student-athletes amid the rapidly evolving college athletics landscape, while preserving the tradition, character and unmatched game-day experience of the iconic 99-year-old venue.

The inaugural group of Leaders and Best Champion partners includes Coca-Cola, Meijer and Google Gemini, each selected for alignment with Michigan's values and commitment to delivering a fan-first experience. These partners will be integrated through clean, tailored, and thoughtfully designed activations that respect the tradition of Michigan Stadium while enhancing engagement for fans. Developed in collaboration with Learfield's Michigan Sports Properties, the program is designed to align new revenue opportunities with Michigan's traditions and fan expectations in Ann Arbor.

"The Leaders and Best Champion Partners Program reflects the next step in Michigan Athletics' proud tradition of excellence," said Warde Manuel, U-M's Donald R. Shepherd Director of Athletics. "This is not a departure from who we are, but an evolution that strengthens our ability to remain a national leader, compete for championships, and support our student-athletes in the modern era of college athletics.

"Michigan Stadium is one of the most iconic and cherished venues in all of sports, and we have been deeply intentional about preserving its tradition, character, and identity. As we introduce this partner program, we will do so with care and purpose, ensuring that any brand partner presence is strategic, tasteful, and aligned with the values of the University of Michigan.

"We are grateful for the meaningful investment these partners are making in Michigan Athletics and, most importantly, in our student-athletes. Their support will help position Michigan to thrive in the evolving revenue-sharing and NIL landscape while continuing to pursue championship success at the highest level."

For generations, Michigan Stadium has been intentionally protected from extensive commercialization, with limited in-stadium branding historically restricted to select elements. The addition of Coca-Cola, Meijer and Google Gemini represents a deliberate evolution of that standard -- partners chosen for their alignment with Michigan's commitment to excellence, innovation and community impact, and emblematic of how the program meets the demands of modern college athletics without compromising the integrity and spirit of the Big House.

The Leaders and Best Champion Partners Program elements can include on-field and stadium-based branding, scoreboard integrations and end zone placements, digital and in-game sponsorship activations, with an exploration of jersey patches and additional premium assets. To preserve the stadium aesthetic, all signage will follow a uniform visual standard in maize, blue or white, balancing visibility with deliberate design.

The program is delivered in coordination with Learfield and its Michigan Sports Properties team, which serves as the exclusive multimedia rights holder for Michigan Athletics and manages all sponsorship and brand partnership efforts on behalf of the Wolverines.

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