Michigan athletics companions with The M Den in first deal of its form

Michigan athletics has made history. 

In the wake of new name, image, and likeness (NIL) regulations by the NCAA, the University of Michigan partnered with The M Den, in a deal that is believed to be the first of its kind. 

The M Den will now be able to sell custom Michigan football jerseys, meaning customers can have their name and a personal number on a Wolverine jersey. Currently, retailers are not allowed to sell jerseys with the name of a current NCAA athlete on them. With this new customizable deal, however, The M Den can now sell jerseys with the name of a current player, if the jersey is a custom order. The store cannot, however, outright sell the jersey of a current player as a non-custom order. 

“We could print any of the other 10 billion people on the planet with their name and number on the planet, except for the current players, two weeks ago,” The M Den president and co-owner Scott Hirth said. “So, the only thing that changed is now we can add to the 10 billion people on the planet, the 130 players on the team.”

The deal exploits a loophole that’s been exposed by the new NCAA regulations regarding NIL, and could change in the future as college sports grows into the new era of athletes owning their names.

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