Michigan Stadium to allow in-game advertising for the first time

Michigan Stadium will introduce in-game advertising for the first time as part of the Leaders and Best Champion Partners Program. Key partners include Coca-Cola, Meijer, and Google Gemini. This initiative aligns with evolving trends in college athletics, providing new revenue opportunities while maintaining the stadium's tradition and character. The program will feature clean and tailored activations designed to enhance the fan experience. It marks a shift from Michigan's long-standing policy against in-stadium ads as the university seeks to support its student-athletes in a changing.

• 3:03 PMYahoo Sports — Michigan Stadium breaks tradition with new ads