Contract shows Michigan's 2012 season-opener against Alabama worth $4.7M
Cowboys Stadium in Texas
AP Photo
Previous story: Throwback jerseys, first-ever night game part of strategy to market University of Michigan athletics
The Michigan football team will open the 2012 season against the Alabama Crimson Tide at the Cowboys Stadium in Texas.
The game provides a national stage for the University of Michigan as it focuses in strengthening its sports marketing platform.
It also promises a $4.7 million payday.
Michigan athletic director Dave Brandon says the trip to Texas is another step in challenging the status quo of Michigan football, one of his key objectives since he took over as director in March 2010.
“It’s another historic occasion for us,” Brandon said. “It will be a huge view audience.”
Brandon added that by playing Alabama, ranked No. 2 in the nation by the AP poll and No. 3 by USA Today, the Wolverines — ranked No. 12 in the AP poll and No. 11 by USA today— will be part of an audience he expects to captivate millions.
Alabama Crimson Tide players after a win.
“We see it almost as a preseason bowl game experience,” Brandon explained.
The game will be broadcast live by ESPN.
According to a contract among ESPN, the Cowboys Stadium and the University of Michigan, the game will take place on Sept. 1, 2012. AnnArbor.com obtained the contract through a Freedom of Information Act request.
In addition to $4.7 million, U-M will receive 200 tickets, two luxury boxes and one field-level suite. The U-M marching band will receive free entry and reserved seating. U-M cheerleaders, dance team and mascots will also receive free entry.
Officials will provide approximately 25,000 tickets for Michigan to sell.
The Cowboys Stadium has an 85,000-person capacity. Of those seats, 64,000 are reserved seating, 11,000 are suite seating and 10,000 are standing-room only.
The contract also requires U-M to forfeit 22 percent of the gross revenue from all the merchandise it sells during the game.
Like the recent night game against Notre Dame, the game in Dallas marks another first for the Wolverines.
“It’s the first time in regular season that we’ve played in a neutral site,” Brandon said.
Melanie Maxwell | AnnArbor.com
Brandon said the 967-mile trip is a part of U-M athletics’ effort to rebrand itself.
In the past year, U-M has hosted its first night game, purchased and installed a $20 million pair of scoreboards and drastically restructured its athletics marketing arm to include more than a dozen marketing professionals, up from three at the start of 2010.
“Where we were before, I don’t know if we would have considered going off campus to play a game like that,” Brandon said of the Alabama-Michigan game.
Brandon says the game will create a lot of buzz around Michigan football at the start of a crucial season.
“One of the driving forces behind everything we’re doing is to enhance the experience of our student athletes,” Brandon said. “The reason we want to create wow experiences…. is because that’s why student athletes come to Michigan.”
Kellie Woodhouse covers higher education for AnnArbor.com. Reach her at kelliewoodhouse@annarbor.com or 734-623-4602 and follow her on twitter.
Comments
Wally
Sat, Dec 31, 2011 : 9:16 p.m.
For those Michigan fans that live in Texas this is a great opportunity. I look forward to going to the game. It is only a three hour drive. Go Blue!
Roll Tide
Sun, Nov 27, 2011 : 7:12 p.m.
"4.7 million dollars? Big deal. Play the game at the big house and we get 9.3 million just in ticket sales. (110,000 x $85 = 9,350,000). Am I missing something here?" Yes RIBS, you are missing something. You think Alabama is going to play at the big house for free? No. They are going to expect a return game in Tuscaloosa. Even if your $85 average ticket price is correct (which I doubt), this means you get 9.3 Million in 2012. But you get $0.00 the year of the return game when Alabama gets all the profits. SO, in essence, the 4.7 Million is about right for a 1 game neutral site. You really thought UM Administration was dumb enough to cost itself $5 Million? Get real. Roll Tide.
riverraisin
Sat, Oct 8, 2011 : 11:34 p.m.
So, what is Bama's cut?
Ed daggett
Wed, Oct 5, 2011 : 1:48 p.m.
Don Canham made $$ to support the athletic department programs. Brandon is charging for everything & everyone including :$6000 for Bo Schembechler Heart of Champions to use M stadium for fundraiser, there is now advertising under the scoreboard, etc. Mark my words: Dave "I used to be a CEO" will be out as AD much sooner than later
riverraisin
Tue, Oct 4, 2011 : 11:21 p.m.
Maybe in the near future we can schedule a game with LSU at a neutral site..... Say...the Superdome??
MRunner73
Tue, Oct 4, 2011 : 9:18 p.m.
It is a good idea to play 'Bama in Dallas. The money take is good and will help support non revenue sports. Some folks need to think a little more positive. I can certainly see the down side of all of this. It would have been better to have a home and home with 'Bama. I support the idea of SEC teams playing B1G teams with home and homes during the regular season. What boggles my mind is that we have a soft early season schedule in 2013 with a U-Mass rematch and a 2014 date with App State. I would have loved to see us play Vandy again or schedule Kentucky.
The OSU
Tue, Oct 4, 2011 : 5:04 p.m.
Is Dave Brandon's middle name FAUST? To me, it looks like UM sold its soul (or at least a home game) for a few pieces of gold. I suppose this is the direction of college FB and UM is just a year or two ahead of the curve. However, it's really a step in the wrong direction. Students lose a home game. Merchants lose revenue. What's gained? Money? And MAYBE a chance to convert a high school Longhorn or Aggie fan into a Wolverine. Does anybody really think that is going to happen?
craigjjs
Tue, Oct 4, 2011 : 1:17 p.m.
Coach Hoke better be sure all of the players have their papers in order before crossing the border into Alabama.
gofigure
Tue, Oct 4, 2011 : noon
"The contract also requires U-M to forfeit 22 percent of the gross revenue from all the merchandise it sells during the game." I would really appreciate an answer so, again I ask: WHERE WILL THE 22% go?
Roll Tide
Sun, Nov 27, 2011 : 7:15 p.m.
I assume Jerry Jones and his company have to make money somehow right? Think they like spending hundreds of millions to host a game for free? Jeez, Maybe Michigan fans need to go back to economics class.
Craig Lounsbury
Tue, Oct 4, 2011 : 1:10 p.m.
evidently jokes about men in dark suites and sunglasses are not allowed. But it is an interesting question.
bunnyabbot
Tue, Oct 4, 2011 : 5:21 a.m.
I might add what Michigan should be doing is getting a couple professional teams here to play in OUR stadium.
bunnyabbot
Tue, Oct 4, 2011 : 5:19 a.m.
First of Michigan already plays on the national stage, most homes have cable. I can get any game I want thanks to my sattelite dish and about 40 channels of sports. Walk into any sports bar and watch any game on one of the 20 tvs they have going with different games. "recruiting tool" don't buy that either. Any serious high school football kid knows about michigan, or they can google it. Or you know, be invited to a game and see the big house and how half the city walks around in maize and blue on any given day. All we ever hear about is how good home games are for they local economy. All this game is doing is giving money away (poof, there it goes) Absolutely a stupid idea. As a townie and a downtown shop owner I might grumble about the traffic on game days (at least I know my way around it) but I don't grumble about the out of towners spending money. Having a home game somewhere else on "neutral territory" so what. this is only a coup for the cowboys organization and espn.
Somargie
Tue, Oct 4, 2011 : 2:33 a.m.
Another sad, sad reason why "sports" trumps the real purpose of higher education. None of this money will go to the the purpose of the university except to extend the "football fanatic frenzy." In the meantime, the real students who don't get 20 athletic pts. to get into UM, will continue to get "nickel & dimed" by paying high tuition costs, high boarding/food costs, expensive books while searching for classes that somehow aren't there but somehow extends their graduation & expenses to 6 years instead of 4. It's amazing how the self-righteous complain about the suppose "race" edge for entrance but never the athletic points or how the "insane" amount of money the coaches, coaching teams, coach families (cars), players (scholarships) and athletic directors get & the power they exert over "real students," the educational professors & even the city (Ann Arbor). The athletic stadiums demand road closures, blast their noises to unbelievable levels/times & go unchallenged by the citizens who live nearby, fans park anywhere they please in neighborhoods w/o any tickets on game day, and our city services used (fireworks included), abused, maligned, not reimbursed adequately and eliminated all because of the insatiable appetite & privilage of sports and the money they generate for themselves. My suggestion, if less than 50% of the money only goes to the athletics programs then it should be taxed as well as every building it utilizes on a public campus. If is is self-supporting then it should be taxed as a private entity. Tax on 4.7 million, should pay for our fire fighters, police officers, public schools, leaf collection, snow removal, etc... Sadly, the beast of "big time sports" & fans trump everything even opposing views. Big time sports have powerful allies.....such as newspapers, politicians, etc.
The OSU
Mon, Oct 3, 2011 : 9:47 p.m.
Stop coddling the SEC!!! The national media keeps ramming it down our throats that the SEC is better, faster, ect. The fact is they play in a sheltered environment. I'll respect SEC schools when they stop hiding in the deep, warm-weather south and are willing to play FB in the cold. When they can beat teams in November in Columbus, Ann Arbor, Madison and Lincoln, then I'll say they're well rounded. UM-'Bama in a domed stadium shows nothing. What's the point of a neutral site?
Roll Tide
Sun, Nov 27, 2011 : 7:16 p.m.
Typical Michigan/OSU excuse. Always blaming the weather. Excuses are for losers.
Edward R Murrow's Ghost
Tue, Oct 4, 2011 : 2:16 p.m.
Absolutely correct, OSU. Would love to see the Gators in A2, LSU in Columbus, or Bama in Madison in November. GN&GL
rich
Mon, Oct 3, 2011 : 8:56 p.m.
$4.7 mil to play the game. Who's paying for the team, the band, the cheerleaders etc. to travel there and back? Maybe Jerry Jones.
paul wiener
Mon, Oct 3, 2011 : 8:39 p.m.
"One of the driving forces behind everything we're doing is to enhance the experience of our student athletes," One of the dumbest true statements I've ever read. Let's not forget this is an unbelievably rich perk for every football player who gets to go to this - far greater than anything any other UM sportsman or woman will ever get. It should be declared on every student's tax return. I think it's great for the UM, but it's also painfully, embarrassingly, disgustingly removed from anything higher education has to offer.
Belgium
Wed, Oct 5, 2011 : 11:50 p.m.
Awesome idea. So every athlete who can't afford to will no longer be able to travel to other B1G games because they have to declare travel expense picked up by the U as income. I'd say that's a bit of an over reaction.
Craig Lounsbury
Tue, Oct 4, 2011 : 12:45 p.m.
well said...and I'm a football fan.
townie54
Mon, Oct 3, 2011 : 8:37 p.m.
This helps recruiting all you negative commenters.Believe it or not out of area people do not watch michigan every week and only know the name.We are not the center of the football universe.Now this game spotlights this game to people in the Texas -Oklahoma area and Cowboy fans a reason to watch when they normally wouldnt.It will get way more publicity than it usually does.Putting your product out there in a different venue is a good move.Brandon does know what he's doing
Edward R Murrow's Ghost
Tue, Oct 4, 2011 : 1:33 p.m.
Don't buy it all you want. There was an incredible national buzz about the LSU-Oregon game played in Dallas this year, and the game had a huge national audience. This might not impress you, but it will impress recruits who are trying to parse the differences between the 40 or so top programs that are recruiting them. Good Night and Good Luck
bunnyabbot
Tue, Oct 4, 2011 : 5:10 a.m.
townie, I don't by that. You aren't all of a sudden going to get a bunch of texans wearing maize and blue and following michigan games religiously. You might get them for a weekend but as soon as the aggies hit the field somewhere they'll forget about M.
lumberg48108
Mon, Oct 3, 2011 : 8:44 p.m.
Michigan - Notre Dame is a national game ... Michigan- Ohio State is a national game ... michigan needs more expsosure???that statement just does not add up to reality I watch games when they are good match-ups, not cause of the venue!!
ribs1
Mon, Oct 3, 2011 : 8:03 p.m.
I don't get it. 4.7 million dollars? Big deal. Play the game at the big house and we get 9.3 million just in ticket sales. (110,000 x $85 = 9,350,000). Am I missing something here? I'm not even including the extra money from the suites, concessions, parking etc.
Roll Tide
Sun, Nov 27, 2011 : 7:17 p.m.
Yes RIBS, you are missing something. You think Alabama is going to play at the big house for free? No. They are going to expect a return game in Tuscaloosa. Even if your $85 average ticket price is correct (which I doubt), this means you get 9.3 Million in 2012. But you get $0.00 the year of the return game when Alabama gets all the profits. SO, in essence, the 4.7 Million is about right for a 1 game neutral site. You really thought UM Administration was dumb enough to cost itself $5 Million? Get real. You Michigan guys need to take an economics class. Roll Tide.
johnnya2
Tue, Oct 4, 2011 : 1:35 a.m.
The home team does not keep all the revenue. They pay the visitors. UM also does not have an $85 per person ticket average.
Blue Marker
Mon, Oct 3, 2011 : 8:45 p.m.
When Michigan plays at home that revenue is shared with all 11 other B1G schools. Michigan will keep their share of the gate to themselves with this game. I'm sure the acountants did their math.
lumberg48108
Mon, Oct 3, 2011 : 8:42 p.m.
FYI -- 110,000 in attendence includes players, bands, cheerleaders, coaches, media, workers etc -- and students don't pay $85 per ticket - so the gate is likely less than that but your point is taken, trust me.
MAS
Mon, Oct 3, 2011 : 8:38 p.m.
Good point. Is there something I'm missing about this that makes ribs1 wrong?
treetowncartel
Mon, Oct 3, 2011 : 7:59 p.m.
Whoa Nellie, that is a lot of cabbage
gofigure
Mon, Oct 3, 2011 : 7:59 p.m.
"The contract also requires U-M to forfeit 22 percent of the gross revenue from all the merchandise it sells during the game." Where will the 22% go?
lumberg48108
Mon, Oct 3, 2011 : 7:39 p.m.
Just another reason why college football is jumping the shark and wants to become the NFL National exposure? These are two of the most storied programs EVER - they dont need more exposure! They are on TV every week and many games are on national TV!! "We see it almost as a preseason bowl game experience," Brandon explained. Dave - explain the benefits of a "pre-season bowl game experience" before you enter the Big Ten season! "It's the first time in regular season that we've played in a neutral site," Brandon said. Explain why this is a good thing? College football is all about home fields on campus etc. Take that away and you lose what makes college football special. The things that make college football great and slowly being lost - why can't these "smart" people see that? "One of the driving forces behind everything we're doing is to enhance the experience of our student athletes," Brandon said. "The reason we want to create wow experiences…. is because that's why student athletes come to Michigan." Sorry Dave - i dont "buy" it -- this is a money grab and nothing more. Jerry Jones will benefit from this game more than your student-athletes. Lastly - you are ripping off you season-ticket holders from experiencing Alabama at the Big House.... imagine how awesome a home-at-home series would be? Instead, ESPN benefits and will continue to manipulate fans (thru its coverage) that these games are beneficial to college sports in the long term.
lindor
Tue, Oct 4, 2011 : 2:54 p.m.
@johnnya2 I wouldn't go as far as saying the student athletes love it. Sure you get to travel, see a new city and play in an NFL stadium, but that wears off quickly. From experience, I'd much rather be at home or on an enemy field to play a game. There's far more energy in both those situations compared to playing on neutral ground.
lumberg48108
Tue, Oct 4, 2011 : 1:59 a.m.
U-M notre dame was a U-M HOME GAME ... not at Ford Field! i am not a senior citizen - I just dont like the path football is taking and the rationalization of it by enablers Alabama at U-M would be awesome - and vice versa
johnnya2
Tue, Oct 4, 2011 : 1:33 a.m.
Obviously you are NOT a demographic that matters to Dave Brandon. The student athletes LOVE this. The program is run for THEM, not you. One of the biggest problems the UM fan base has been accused of for years is they all are quiet senior citizens. The Notre Dame game shows if you bring some fresh entertaining ideas to the table, the fans will respond. A noon game on the Big Ten Network versus Minnesota just can not compare.
rreidannarbor
Mon, Oct 3, 2011 : 7:33 p.m.
I'm going!!!
a2scio
Mon, Oct 3, 2011 : 7:30 p.m.
And I thought they came to U of M to be students. Oops! Let me correct my statement - 37,000 come to U of M to be students and ~1,500 come to be athletes. The latter are the ones who get the "wow experiences." [My numbers are only approximations]