The NIL era is well and truly underway, and Michigan are the latest adopters. The Wolverines have been averse to the process of recruitment molding into a binary equation. The numbers dictating a prospect’s landing spot as opposed to more traditional yardsticks have not been something they’ve embraced. However, desperate times call for desperate measures. As cliche as that sounds, it rings true in Ann Arbor.

Sherrone Moore’s Michigan (5-5) are willing to splurge through NIL, in order to get back to their previous highs. The latest wrinkle in their efforts involves 4-star cornerback prospect Brandon Finney. The Maryland native is currently committed to the Oregon Ducks. That said, his landing spot seems to be trending closer to home, towards Penn State. Michigan are attempting to throw a spanner in the works of both their Big 10 rivals. Finney is apparently lined up to visit the Big House this Saturday.

Wolverines’ fan and recruitment insider EJ Holland discussed Brandon Finney’s alleged visit and where his team stands in this ordeal. He believes Michigan holds a potential trump card. During a Q&A on “The Wolverine” YouTube channel, Holland said, “I would say the biggest thing [in Michigan’s favour] is NIL. I know that’s crazy to say when it comes to Michigan, but we’ve seen them step up with NIL recently. I think they put together good packages for guys like Andrew Olesh and Shamari Earls. [So] I think they can put one together for Finney. Penn State doesn’t really do a ton of NIL, so I think that maybe that’s a spot where Michigan can beat out Penn State and potentially give him more reason to listen”.

While he is holding out for hope that a big deal on the table can sway Finney, Holland does not seem especially confident. “I wasn’t sure if Finney was going to end up making this visit [to Ann Arbor]. I thought PSU might get him to shut it down, but he hasn’t [yet] flipped to Penn State. So it looks like he’s still going to make the visit this weekend, which is big for Michigan. At least, gives them a fighting shot”. 

The school recently announced a groundbreaking deal with fan-engagement platform Passes. This deal is potentially going to become a major revenue channel for NIL. Despite this influx of riches, things on the recruitment front have blown hot and cold. Their potential flip of Brandon Finney may indeed be a watershed moment for the NIL era.

Michigan receive NIL aid from $2oo million platform

Passes, founded in 2022, is essentially a digital content service. Fans can pay a certain amount to gain access to exclusive content, merchandise, and experiences related to the various varsity sports at Michigan. A percentage of this amount then goes towards the university’s NIL fund.

This presents an opportunity for fans to connect to the athletes they root for, as well as offer some remuneration. Athletes, too, can build their profiles off the field and be provided with resources that will propel their future prospects. Overall, the partnership seems to be a win-win. 

Sherrone Moore will hope Michigan’s history, in tandem with its spending power, expedites their elevation back into the upper echelons of CFB. Recruitment is often a domino effect. Luring Brandon Finney may well cause a chain reaction in the Wolverines’ affairs in this cycle.