Michigan is looking to win a Big Ten title and make a College Football Playoff run in 2025. A big factor in the Wolverines doing just that is the play of new quarterback Bryce Underwood.
Underwood is a true freshman who signed with Michigan's 2025 recruiting class. He reportedly is going to be making a big chunk of change in NIL money during his first season with the Wolverines.
Let's take a look at Underwood's projected net worth, NIL deals and recruitment to Michigan.
Bryce Underwood net worth
Underwood's exact net worth is currently unknown. However, On3Sports' NIL valuation for the Michigan quarterback checks in at $3 million. On3 calculates both roster value and NIL value for specific players. Here's a bit more on how On3 gets those specific numbers:
Roster Value is the primary factor influencing most athletes’ NIL Valuation. It is determined mainly by collected deal data within the college marketplace and represents the compensation athletes receive from schools and collectives for competing, similar to contracts and salaries for professional athletes.
NIL Value, on the other hand, measures an athlete’s market value in terms of licensing and sponsorship. This value is influenced by on-field performance, media exposure, and social media presence. Typically, only elite national athletes or those with a strong social media following generate significant revenue from brand marketing compared to their Roster Value.
The On3 NIL Valuation calculates the optimized NIL opportunity for athletes relative to the overall NIL market and projects outcomes over the next 12 months.
According to CBS Sports, Underwood's NIL deal agreed upon when he flipped to Michigan was reported to be as much as $10 million.
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Bryce Underwood endorsement deals
Even as a true freshman, Underwood has already inked a few endorsement deals. In Dec. 2024, Underwood announced a deal with Hollister ahead of signing with the Wolverines:
In late August, Underwood also was featured as part of the Beats Elite Class of 2025:
Underwood joined the likes of big-name college football stars such as Alabama's Ryan Williams, Ohio State's Caleb Downs, Florida's DJ Lagway and South Carolina's LaNorris Sellers, among others as part of the Beats family.
Underwood also signed a deal with Celsius energy drinks, appearing in an ad along with Clemson quarterback Cade Klubnik and Notre Dame running back Jeremiyah Love:
If Underwood has a big season with the Wolverines, it's safe to expect the deals to continue to roll in.
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Bryce Underwood's flip to Michigan
When Underwood flipped his commitment to Michigan, it was a pretty big deal. The No. 1 overall quarterback prospect in the class of 2025 was a longtime LSU commit. But in the end, Moore and Michigan convinced Underwood to stay in his home state and sign with the Wolverines.
Per CBS Sports' Matt Zenitz, the flip came last December shortly after a secret visit to Ann Arbor which Underwood shadowed Moore at practice, sat in on meetings and learned more about the school and program. Underwood reportedly also has a relationship with former Michigan quarterback Tom Brady, which contributed to his decision.
After Underwood committed to Ann Arbor, Michigan credited the school's NIL collective Champions Circle for pulling the deal off. A few prominent members include Michigan booster Nate Forbes -- managing partner of The Forbes Company -- and Jolin and Larry Ellison. Larry Ellison, co-founder of Oracle, has a net worth of approximately $272.3 billion and is the second-richest man in the world, according to Forbes.
Michigan alum, Barstool Sports founder and current Big Noon Kickoff commentator Dave Portnoy reportedly was also involved with Underwood's recruitment.
"Everyone's like 'Dave, how much were you involved?' Listen, there are a lot of other factors. ... Was I involved in a call with the family? Are they lovely people? Did we pitch a plan? Of course, we did," Portnoy said.
Underwood is the highest-rated quarterback to sign with Michigan in school history. If he lives up to his five-star rating and delivers on-field results for the Wolverines, he'll have no problems raking in the NIL money.