How NCAA Changes Have Transformed Michigan Athletics—and Why a New Lawsuit Could Shake Up College Sports Again

The landscape of college athletics has changed dramatically in recent years, especially for student-athletes at the University of Michigan. Since the NCAA revised its rules in 2021 to allow athletes to profit from their Name, Image, and Likeness (NIL), student-athletes have seized new financial opportunities that were once unimaginable. Yet, a new lawsuit from over 300 former Michigan football players against the NCAA and Big Ten challenges the system once again, arguing that past athletes were unfairly denied these opportunities.

The New NIL Era at Michigan

Before the rule changes, student-athletes, including those at Michigan, were prohibited from earning money from endorsements, social media deals, or even signing autographs for compensation. Despite generating millions in revenue for universities, conferences, and the NCAA, players saw none of the financial benefits.

That all changed in 2021 when the NCAA allowed athletes to profit from their NIL. At Michigan, the shift was immediate. Football players, basketball stars, and even Olympic sport athletes quickly signed sponsorship deals, monetized their social media followings, and partnered with brands.

Today, Michigan athletes benefit from a thriving NIL ecosystem. The program Valiant Management Group, founded by former Michigan athlete Jared Wangler, has played a key role in helping Wolverines maximize their NIL potential. The group has brokered deals with companies eager to align with Michigan’s high-profile athletes, and collectives such as Champions Circle have formed to provide structured financial support to players.

Star Michigan players like J.J. McCarthy and Blake Corum have landed lucrative endorsement deals, from national brands to local Ann Arbor businesses. The financial outlook for Michigan athletes today is vastly different from just a few years ago.

The Lawsuit: A Fight for Past Players

While current student-athletes can now profit from their NIL, hundreds of former Michigan football players argue that they were unfairly excluded from this opportunity. The lawsuit, filed by over 300 former Wolverines—including well-known names like Braylon Edwards, Denard Robinson, and Michael Martin—seeks $50 million in damages from the NCAA and Big Ten, alleging that their rights were violated when their names and images were used without compensation.

Their argument is simple: The NCAA profited from their performances, sold their jerseys, used their likeness in video games and promotional materials, but never compensated them. Now, they are demanding a share of what they believe they rightfully earned.

What This Could Mean for the NCAA and Michigan Athletics

This lawsuit could have massive implications for the NCAA and college athletics as a whole. If successful, it could set a precedent for other former athletes to seek compensation for past revenue generated from their NIL.

For Michigan, this case highlights the stark contrast between past and present athletes. While today’s Wolverines can cash in on NIL opportunities, their predecessors were left behind—despite contributing to the program’s legacy and financial success.

If courts rule in favor of the former players, the NCAA could be forced to retroactively compensate a wave of athletes across multiple programs and eras. This could shake the financial foundation of college sports, especially for powerhouse programs like Michigan that have historically generated enormous revenue from football.

Looking Ahead

As this case unfolds, it serves as a reminder of how drastically the college sports financial model has changed in just a few years. The question now is whether justice can—or should—be applied retroactively. If the former players succeed, it could redefine how past and present athletes are valued, setting another historic shift in NCAA policy.

One thing is certain: Michigan football, like the rest of college athletics, is at the center of yet another game-changing legal battle.

What Do You Think?

Should former student-athletes receive financial compensation for their contributions, or should the focus remain on current and future players? Do you think this lawsuit will force the NCAA to make further changes?

We’d love to hear your thoughts! Drop a comment below and join the conversation.