ANN ARBOR, Mich. – University of Michigan announced a new advertising program that will bring select commercial partnerships inside Michigan Stadium while aiming to preserve the traditional look and feel of the 99-year-old venue.
The Leaders and Best Champion Partners Program will initially feature Coca-Cola, Meijer and Google Gemini as Michigan Athletics’ inaugural partners.
Officials at Michigan Athletics said the program is designed to create new revenue opportunities to support student-athletes while limiting the visual impact of in-stadium advertising.
The partnerships will include tailored activations intended to engage fans while maintaining The Big House’s traditional aesthetic, the university said.
Potential advertising elements include on-field and stadium branding, scoreboard integrations, end zone placements and digital and in-game sponsorships.
Michigan also said it is exploring jersey patches and other premium advertising opportunities.
Signage will use a uniform color palette of maize, blue, or white, the university said.
Michigan Stadium has historically had limited commercial branding compared with many other college football venues.
The new program expands on that approach as college athletics faces a changing financial landscape.
Michigan Athletics developed the program in collaboration with Learfield’s Michigan Sports Properties, the exclusive multimedia rights holder for Michigan Athletics and the department’s sponsorship and brand partnership representative.
The Michigan Wolverines selected the inaugural partners based on what it described as their alignment with the university’s values, including excellence, innovation, and community impact.
The program aims to balance new commercial opportunities with the traditions and game-day experience associated with Michigan Stadium, also known as the Big House.