Michigan football has long avoided dipping its toes into the name, image, and likeness landscape for recruits, instead using NIL efforts to reward those who were already on the team. ‘Transformational, not transactional,’ is how former head coach Jim Harbaugh used to describe it, but as the Wolverines look to break the mold under new head coach Sherrone Moore, things are changing rapidly.
It doesn’t start and end with 2025 Belleville (Mich.) five-star quarterback Bryce Underwood (who has long been committed to LSU), but Michigan’s pursuit of Underwood is certainly game-changing for the program.
The recruitment has garnered attention and headlines over the past week but according to one person close to the situation, who told WolverinesWire under the condition of anonymity, the pursuit of Underwood predated Barstool Sports president Dave Portnoy’s overture to bring in an elite quarterback with a significant financial donation on his part.
Regardless, Michigan is all-in on Underwood, and according to On3’s Pete Nakos (subscription required), the Wolverines are looking to spend more than $5 million to lure the blue-chip QB from down the road to suit up in a winged helmet.
Industry sources told On3 that Underwood is expected to land an NIL package valued above $5 million over three to four years, regardless of the program that lands his signature on National Signing Day. As On3’s Steve Wiltfong reported on Monday, Michigan head coach Sherrone Moore and his staff have ramped up dialogue with the Underwood camp in recent weeks and it’s become a “recruitment to monitor moving forward.”
As The Wolverine’s Chris Balas reported last Friday, boosters are stepping up for Michigan including Barstool Sports founder Dave Portnoy. Sources tell On3 that this is the most well-funded Michigan NIL operation since the NIL Era began in July 2021.
Two people close to the Michigan side of things told WolverinesWire, under the condition of anonymity, that Portnoy is not involved financially, but there is still some involvement with the Barstool figure there nonetheless.
Regardless, it’s a significant change in strategy for Sherrone Moore and the program as all of a sudden, the Wolverines are getting involved with high-level NIL in the same way other elite programs have in the past few years. Given Michigan’s quarterback struggles this season, it wouldn’t be surprising to see that pot even further sweetened in order to lure Underwood away from LSU. But there’s still, as of yet, no public indication as to whether Underwood is receptive to Michigan’s overtures. He is slated to take his official visit to LSU on Saturday.
But the recruitment on the maize and blue side of things isn’t limited to NIL offers. At the regular season finale for Belleville at Howell, not only did Michigan general manager Sean Magee attend, but so did Wolverines four-star wide receiver commit Andrew Marsh.
Meanwhile, Michigan does have a quarterback still committed in the 2025 class in four-star Carter Smith, who pledged last year in November. Underwood, however, isn’t just a five-star, but he’s the consensus No. 1 player in the country across recruiting services, regardless of position.