Remember how Billionaire Oracle co-founder Larry Ellison and his wife, Jolin Zhu, a Michigan alum, reportedly helped chip in Bryce Underwood’s $12 million NIL cash chunk? Well, more is on the way from another Michigan alumnus. The latest to join that list is iconic Heisman Trophy Winner and Pro Football Hall of Fame inductee Charles Woodson.
To help his alma mater stack elite talent in the locker rooms, Woodson has partnered up with Champions Circle, which is Michigan’s fan engagement community and the official partner of Michigan Athletics. The collaboration is as smoky and rich as Woodson Whiskey. The partnership dictates that Woodson Whiskey will launch two limited-edition bourbons, which will be available in stores in a month. “Michigan legend Charles Woodson has released whiskey that supports NIL,” The Michigan Insiders’ Alejandro Zúñiga wrote on X.
“This collaboration with Charles and Woodson Whiskey provides one more way for Michigan alumni and fans to rally behind our student-athletes; Every pour will help us fuel their success,” said Phil Hollyer, executive Director of Champions Circle. The first release is the ‘Champions Circle 3-Year Kentucky Straight Bourbon (90 Proof): Bold, unapologetic flavor crafted for Michigan fans who embody tradition, loyalty, and grit. The second release is the Champions’ Circle 6-Year Single Barrel Bourbon (97 Proof): A nod to the Wolverines’ iconic 1997 National Championship team, each hand-numbered bottle represents a true collector’s item, per the Michigan Insider.
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A significant financial chunk from every bottle sold will go to Michigan Athletics’ NIL. The latest limited editions of bourbon are marketed towards THE MICHIGAN FANDOM. Woodson had an equally passionate statement for the fans. “Michigan fans have always shown up for their team,” he said to the press. “Now, they can raise a glass and know they’re helping the next generation of Wolverines chase their dreams.
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Woodson’s Michigan stint is as legendary as it can be. He was the first primary defensive player to win the Heisman Trophy in 1997, with the Heisman moment registered against arch rival, the Ohio State Buckeyes. He scored a 78-yard punt return. Intercepted a pass in the end zone and caught a 37-yard pass for the Wolverines’ lone touchdown in the game. Wrapping up the season with a perfect 12-0 record, he clinched the Walter Camp award. In addition to that, he won the Jim Thorpe Award, Chuck Bednarik Award, and the Bronko Nagurski Trophy.
Aside from helping his alma mater’s NIL vertical, he has established the Charles Woodson Foundation, offering scholarships to students raised in single-parent homes. Moreover, he has contributed significantly to help the University of Michigan’s C.S. Mott Children ‘s Hospital for Pediatric research.
Well, clearly, his latest collaboration with the Wolverines has made some noise.
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Michigan fans react to the Whisky collab with Charles Woodson
Charles Woodson’s latest partnership with his alma mater is making some noise. One fan wrote, “Haha Love it,” with a GIF attached that read, “Nectar of the Gods.” Another individual wrote, “The 🐐 doing 🐐 tings!” “That’s why he’s the goat,” wrote another fan. Although one individual was not that thrilled about the Whiskey move. He wrote, “3-year-old whiskey. Obviously not taking the brand seriously.”
Meanwhile, an individual was clearly interested in the business aspect of the collab. “Creative way to blend business savvy with athlete support,” he wrote. “Not an original idea, as it is being done elsewhere in the Big Ten. Albeit a different food product. But when I talk about how rich the Big Ten is, it is deals like this that can separate the Big Ten from other conferences.”
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Well, this is not the first time Woodson has collaborated with the program. In 2024, Woodson Whiskey released a commemorative bourbon whiskey, cherishing Michigan’s 2023 National Championship win. He became the first spirit sponsor of the program.