The Michigan Wolverines football program is intensifying its efforts to maintain dominance over their archrival, the Ohio State Buckeyes, by making substantial investments in the Name, Image, and Likeness (NIL) market. This strategic move aims to attract top-tier talent and ensure continued success in the highly competitive Big Ten Conference.
Recent Performance and Strategic Shift
Under the leadership of head coach Sherrone Moore, who took over in January 2024, Michigan has experienced a mix of successes and challenges. In the 2023 season, the Wolverines secured an impressive 13–0 record, culminating in a national championship victory. However, the subsequent 2024 season saw a decline, with the team finishing at 8–5. Despite this downturn, Michigan achieved a significant milestone by defeating Ohio State for the fourth consecutive year in 2024, marking the longest winning streak in the rivalry since 1988.
Investment in NIL to Compete with Elite Programs
To sustain and build upon this success, Michigan is reportedly investing heavily in the NIL market. This initiative is designed to compete with elite programs like Ohio State and Oregon, which have been successful in leveraging NIL opportunities to attract top recruits. The Wolverines’ management is determined to outspend their rivals to maintain their winning streak over Ohio State.
Recruitment of Top Talent
A testament to this strategy is the recruitment of quarterback Bryce Underwood, the top high school quarterback in the nation. Originally committed to LSU, Underwood flipped his commitment to Michigan in November 2025, reportedly securing a $10.5 million NIL deal. This move underscores Michigan’s commitment to attracting elite talent and competing at the highest level.
About The Author
