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Michigan Football Players Reach Deal with 'The M Den' to License Jerseys

Blake SchusterContributor IJuly 17, 2021

ANN ARBOR, MI - APRIL 01: Head coach Jim Harbaugh of the Michigan Wolverines listens in on a huddle during the Michigan Football Spring Game on April 1, 2016 at Michigan Stadium in Ann Arbor, Michigan.  (Photo by Gregory Shamus/Getty Images)
Gregory Shamus/Getty Images

Michigan Athletics' official merchandise retailer, The M Den, is now selling licensed jerseys with the names of current Wolverines football players thanks to the NCAA's name, image and likeness policy. 

The M Den @TheMDen

๐™‰๐™Š๐™’ ๐˜ผ๐™‘๐˜ผ๐™„๐™‡๐˜ผ๐˜ฝ๐™‡๐™€!<br>For first time ever, get a customized officially licensed <a href="https://twitter.com/UMichFootball?ref_src=twsrc%5Etfw">@UMichFootball</a> jersey with the name and number of current student-athletes!<br><br>SHOP NOWโ–ถ๏ธ <a href="https://t.co/krrZOexK5W">https://t.co/krrZOexK5W</a> <a href="https://twitter.com/hashtag/GoBlue?src=hash&amp;ref_src=twsrc%5Etfw">#GoBlue</a> | <a href="https://twitter.com/hashtag/MDen?src=hash&amp;ref_src=twsrc%5Etfw">#MDen</a> <a href="https://t.co/eAHHQohFjX">pic.twitter.com/eAHHQohFjX</a>

On Friday afternoon, the store's website announced options to place the names of current team members on the official Jordan Brand jerseys it sells. That includes quarterbacks J.J. McCarthy and Cade McNamara, wideout Ronnie Bell, tailback Hassan Haskins and long-snapper William Wagner among the selections.  

Per The Action Network's Darren Rovell:

"So far, 50 players on this yearโ€™s roster have signed deals and are available for order. [The M Den owner Scott] Hirth said The M Den was assisted by Valiant Management, a division of the Valiant brand, a line that was offered exclusively at The M Den. When name, image and likeness began, owners Jared and John Wangler, the latter of whom a quarterback at Michigan from 1976-80, sprung into action and helped The M Den aggregate the approval of players for licensing.
"Each jersey has to be personalized in a custom manner by either an online or in store order, meaning there wonโ€™t be jerseys of a particular player hanging on the rack. These jerseys will cost $120 for names and numbers to be ironed on and $180 for them to be sewn."

Hirth told Rovell players will be compensated with the same percentage multiplied by how many jerseys are sold and noted each sale will net players at least $10 and is likely to produce a higher revenue flow for the players than the store itself. 

โ€œWe wanted to do the best that we could for these players,โ€ Hirth said. โ€œYes, we are a for-profit business, but we are partners with the school.โ€

It's unclear if similar deals will be struck with the men's basketball team or the women's sports teams at the university.