KALAMAZOO, Mich. – Western Michigan University (WMU), in collaboration with Altius Sports Partners (ASP), announces the appointment of Mike Parrish as the first in-house Name, Image, and Likeness (NIL) General Manager. Parrish is an experienced administrator with fifteen years in collegiate athletics, adept at managing stakeholder relationships and overseeing multi-million-dollar budgets and staff. Previously, he managed non-coaching activities for WMU football, including budgeting, recruiting, academics, special projects, and day-to-day operations. He also served as the Broncos' liaison to the NFL, WMU administrative units, and athletics.
In his new role, Parrish will lead NIL initiatives, focusing on creating commercial opportunities for Bronco student-athletes, supported by ASP's team of industry-leading experts. His responsibilities will also include guiding educational programs, leading departmental NIL strategies to maximize athlete opportunities, and serving as the primary liaison for both internal and external stakeholders. WMU is the first Mid-American Conference school to participate in ASP's GM program.
"We are thrilled to have Mike Parrish as our NIL GM," said Dan Bartholomae, WMU's Director of Athletics. "Partnering with Altius Sports Partners enhances our support for Bronco student-athletes with their national resources, strategic expertise, and comprehensive GM program. Mike has had a significant impact on our football program, and we are confident he will apply his expertise to benefit both men's and women's sports. With Mike and Altius, we are excited about the future."
"I am incredibly honored to take on this role and work closely with our talented student-athletes across the WMU program. My passion is to enhance their experience at WMU and in their careers beyond," said Parrish. "Partnering with ASP will provide unparalleled support and opportunities for our athletes in the NIL landscape. I look forward to making a positive impact."
"We are excited to welcome Mike to ASP as the new NIL GM at WMU. His background in athlete relations and administration, combined with his commitment to enhancing the athlete experience, will be a tremendous asset in Kalamazoo. We are confident that Mike will elevate the support and services for Bronco athletes," said Andrew Donovan, President of ASP College at Altius Sports Partners.
Before joining WMU, Parrish served as Assistant Athletic Director/Football at the University of Arizona from 2012-18, managing football operations, and liaising with university departments. Earlier, he was the Director of Football Operations at the University of Michigan and worked as an operations and recruiting assistant. He began his career at West Virginia University as an operations graduate assistant and student assistant. Parrish holds degrees in Business Administration and Sport Management from West Virginia University.
The ASP GM Program, launched in July 2022, collaborates with 17 of ASP's more than 40 university partners to provide tailored education and strategic support for NIL activities, enhancing the athletic and academic experiences of student-athletes across the nation.
About Altius Sports Partners
Since its inception in 2020, Altius Sports Partners (ASP) has become a leading advisor to elite collegiate athletics programs. ASP provides comprehensive solutions to elevate industry standards and promote excellence through its network of more than 40 Division I athletics departments, including nearly half of the Power Five institutions. ASP College offers strategic consulting services and an on-campus GM Program, featuring education, strategic guidance, and staffing for the evolving college sports landscape, including NIL. ASP has on-campus personnel at 17 institutions, and the GM Program is considered the industry standard. Beyond NIL, ASP offers guidance on various related issues, including licensing, sponsorship, agent relations, and Title IX. Additionally, ASP Brands facilitates collaboration between brands and athletes, executing national NIL campaigns on behalf of blue-chip brands such as Powerade and Shake Shack.
For media inquiries, please contact: Adam Bodnar (adam.e.bodnar@wmich.edu)
