Michigan Stadium is getting a new look as the Wolverines move deeper into the modern college sports business model.
Michigan athletics announced Wednesday, Aug. 19, that it has agreed to a sponsorship deal with Coca-Cola, Meijer and Google Gemini. The three partners will have advertisements placed on the walls around the field and on both sides of the videoboards on the north and south ends of the stadium.
The school also released renderings showing how the branding will appear as the Big House enters its 99th season. Michigan Stadium remains the largest stadium in the country, with a capacity of 107,601.
“The Leaders and Best Champion Partners Program reflects the next step in Michigan Athletics’ proud tradition of excellence,” athletic director Warde Manuel said in a statement. “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 has been looking for new revenue streams as NIL-related expenses continue to climb. The department said the new ads will stay within maize, blue or white, and can include “on-field and stadium-based branding, scoreboard integrations and end zone placements, digital and in-game sponsorship activations.”
Jersey patches remain under “exploration,” but the potential money is obvious. Notre Dame’s recent deal with SoFi Technologies is expected to pay $18-20 million a year.
For Michigan, sponsorships inside the stadium have been rare. The current setup includes Gatorade logos on sideline equipment, an Allstate logo on the nets behind the field goal posts and a Michigan Medicine logo on the blue injury tent.
The Allstate nets were added before the 2025 season after an agreement with Michigan, and the company has pledged $1,500 for every extra point and $500 for every field goal to the athletic scholarship fund.
“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,” Manuel said. “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.”
Michigan is projecting more than $297 million in athletics revenue and expenses in the 2026-27 season. The NIL budget for the football program alone is expected to be around $35-40 million, and coach Kyle Whittingham told the Free Press this summer that a competitive, championship-level football program in 2027 could cost nearly $50 million.
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