A combination of money and influence are behind a major college commitment shaking up the football world.
Bryce Underwood, the nation’s top high school football recruit, officially committed to Michigan during signing day on December 4, 2024. Michigan’s persistent recruiting efforts, aided by Oracle founder Larry Ellison, Ellison’s wife and Michigan alum Jolin Zhu, and Tom Brady, helped secure the highly anticipated flip.
Ultimately, a blend of local pride, financial incentives, and Michigan’s support network swayed Underwood to stay home and play for the Wolverines. Underwood’s previous commitment stemmed from his desire to play under offensive-minded head coach Brian Kelly. The NIL industry has become an opportunity for financial success, beginning on July 1, 2021, when the NCAA approved name, image, and likeness policy, allowing student-athletes to monetize their NIL. Underwood’s NIL worth is estimated to be more than $12 million, according to On3 Recruiting.
“NIL” stands for “name, image, and likeness.” In college sports, NIL refers to the way athletes can receive compensation for using their name, image, and likeness. Brands can use an athlete’s NIL in marketing and promotional efforts. Athletes can earn money from: corporate brands paying for endorsements, sales of merchandise and signed memorabilia, NIL collectives, which may pay athletes in exchange for services like charity work or meet and greets.
Underwood, a 6-foot-3, 205-pound quarterback from Belleville High School in Michigan, officially committed to the Wolverines on December 4, during college football’s early signing period. The announcement marks a seismic win for first-year Michigan Head Coach Sherrone Moore, who made Underwood’s recruitment a top priority after taking over for Jim Harbaugh.
Underwood originally committed to LSU nearly a year ago while Harbaugh was still leading Michigan’s program. However, after Harbaugh left to coach the Los Angeles Chargers, Michigan redoubled its efforts to keep the star quarterback close to home. The Champions Circle, Michigan’s NIL collective, played a pivotal role, leveraging significant financial resources and star power to sway Underwood.
The collective partnered with Larry Ellison, one of the world’s richest people, and his wife, Jolin Zhu, a Michigan alumna, to craft a lucrative NIL package for Underwood. Zhu, who graduated from Michigan in 2012, reportedly emphasized her passion for the university and desire to see its football program return to dominance. Ellison and Zhu even joined a videoconference with Underwood and his father, Jay, to share their perspectives on hard work and the opportunities Michigan could provide.
Legend Patriots quarterback Tom Brady also played a key role, regularly FaceTiming with Underwood to share advice and offer encouragement. “That was another incentive — to be able to have the opportunity to talk to one of the greatest of all time on the daily,” Jay Underwood said.
The financial package was significant, with Jay Underwood indicating his son could earn upwards of $15 million through NIL opportunities while at Michigan. Yet the decision wasn’t solely about money. Bryce Underwood cited the chance to play near home and represent his community as major factors in his choice.
“It’s about the community,” Jay Underwood said. “Being able to play at home.”
Another surprising figure who played a role in convincing Bryce Underwood to commit to Michigan was Barstool Sports founder Dave Portnoy. A lifelong Michigan fan, Portnoy used his massive platform to publicly advocate for Underwood’s decision, creating viral content celebrating Michigan football and its potential future with the star quarterback.
Portnoy also reportedly joined an informal meeting with Underwood, his family, and members of the Champions Circle collective, where he passionately spoke about the value of the Michigan experience. According to sources close to the recruitment process, Portnoy emphasized Michigan’s rich football tradition and the chance for Underwood to become a legend in Ann Arbor.
“Dave’s energy and love for Michigan really stood out,” Jay Underwood said. “He made it clear how much this commitment would mean to the Michigan fanbase, and that resonated with Bryce.”
Beyond his personal pitch, Portnoy also launched a social media campaign encouraging Michigan fans to show their support for Underwood, further boosting the program’s visibility during the critical recruiting period. His efforts highlighted how influential media personalities are becoming an unexpected but effective part of the modern recruiting process in college sports.
Dave Portnoy’s digital media company, Barstool Sports, was founded in 2003 as a weekly print publication in the Boston area offering fantasy sports advertisements. In 2007, Barstool launched on the internet, and became a sensation almost immediately. In 2020, Penn entertainment acquired 36% of Barstool for $163 million, giving Barstool a value of $450 million. Portnoy, the founder of Barstool Sports, bought back the company from Penn Entertainment in 2023 for $1, making him the sole owner again. This is because Penn shifted its focus to a partnership with ESPN for sports betting. Portnoy’s move allowed him to regain full control of the company.
Underwood’s decision comes as Michigan faces a critical rebuilding period. With no standout quarterback on the roster, the Wolverines are expected to give Underwood every opportunity to compete for the starting job immediately. Underwood expressed his excitement to begin training with the team and has set ambitious goals, including winning multiple national championships.
“I’m ready to bring my talents, my athleticism, and everything that I’m capable of,” Underwood said.
Michigan fans packed Belleville High School’s cafeteria on signing day to witness the momentous announcement, a testament to the quarterback’s star power and the community’s hope for the program’s future.
As Michigan looks to reestablish itself as a national powerhouse, Underwood’s decision could prove to be a turning point for the Wolverines.
Jack Nozzolillo, a senior from Westwood, Mass., feels that NIL puts bad incentives to high school athletes that want to play at the next level.
“I can’t blame him, I would do the same, but I feel that athletes that want to play at the next level should commit to schools based on their ability to develop players and coaching staff,” Jack said.
