Michigan Athletics, part of the University of Michigan in Ann Arbor, is introducing the Leaders and Best Champion Partners Program, an 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 game-day experience of the iconic 99-year-old venue, according to university officials.
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.
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,” says Warde Manual, 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.”
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.
The Leaders and Best Champion Partners Program elements can include on-field and stadium-based branding, scoreboard integrations and end zone placements, and digital and in-game sponsorship activations. There will be an “exploration” of jersey patches and additional premium assets, as well.
To preserve the stadium aesthetic, all signage will follow a uniform visual standard in maize, blue, or white, balancing visibility with 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.
“The Leaders and Best Champion Partners Program reflects a thoughtful balance of tradition and opportunity,” says Kim Damron, president of Learfield Sports Properties in Plano, Texas. “We’re proud to work alongside Michigan Athletics on an approach that honors the legacy of the Big House, supports student-athletes and creates long-term value for fans, partners and the future of the University of Michigan.”
Intercollegiate Athletics at the University of Michigan began in 1866 with baseball as its first varsity team. Today, U-M supports 29 varsity programs, and annually ranks among the nation’s premier collegiate athletic departments both on the field and in the classroom.
The Wolverines have won 60 national team titles, with ice hockey and men’s swimming and diving leading all Division I schools in championships. Student-athletes have claimed 333 NCAA individual titles. Michigan’s women’s teams have their own milestones, including NCAA team titles in field hockey, softball, and women’s gymnastics.
U-M has a record 425 Big Ten conference team titles as of 2026, and more titles than any other school in nine sports. Michigan football holds the most all-time victories in college football history, and women’s gymnastics has captured 22 of the past 29 Big Ten championships.
Academically, Michigan student-athletes have earned more than 195 Academic All-America honors.
For more information, visit MGoBlue.com.
Note: Dave Ablauf contributed to this story.
