The NIL Architect: Why Dave Peloquin is the Modern Answer for Michigan Football

In a significant move to reshape its front-office operations, the University of Michigan is reportedly finalizing a deal to hire Dave Peloquin as its new football General Manager. The hire comes on the heels of head coach Kyle Whittingham’s decision to overhaul the Wolverines' personnel department, parting ways with former GM Sean Magee earlier this week.

Peloquin, a veteran of college football administration with over two decades of experience, is widely considered one of the most respected "behind-the-scenes" architects in the sport. His impending arrival in Ann Arbor signals a shift toward a modern, NIL-centric approach to roster construction.

A Quarter-Century of Continuity

For 21 years, Dave Peloquin was the bedrock of Notre Dame’s football operations. In an industry where staff turnover is the norm, Peloquin served under five different head coaches—from Bob Davie to Marcus Freeman. This rare longevity speaks to a level of institutional value and adaptability that few in the collegiate ranks possess.

During his tenure in South Bend, Peloquin rose from a student manager to the Assistant Athletics Director for Football Strategic Initiatives. He was instrumental in building rosters that led to multiple College Football Playoff appearances (2018, 2020) and the 2012 National Championship game. His ability to maintain a high floor for recruiting through coaching transitions is exactly what Whittingham seeks as he establishes his own culture at Michigan.

The "Agent" Advantage: Navigating the NIL Era

Perhaps the most compelling aspect of Peloquin’s resume is his most recent chapter. In 2025, he left the college ranks to become the GM of the collegiate division at Athletes First, one of the most powerful sports agencies in the world.

By working on "the other side of the aisle," Peloquin gained a unique perspective on the modern landscape of college athletics:

• NIL Expertise: He has spent the last year navigating the "nebulous" world of Name, Image, and Likeness from the agent and athlete side.

• Professional Evaluation: His role involved identifying prep and college players with NFL potential, bridging the gap between collegiate development and professional marketability.

• Contractual Savvy: At Athletes First, Peloquin learned the nuances of how modern athletes view their value, an insight that is now essential for any GM managing a high-profile roster like Michigan’s.

Seamless Integration with the Whittingham Staff

For Michigan fans concerned about chemistry, Peloquin is far from a stranger to the current staff. He has deep, existing ties to several key figures in Ann Arbor:

• Tony Alford: Peloquin worked hand-in-hand with the star running backs coach for years at Notre Dame, where the duo helped secure some of the nation’s top recruiting classes.

• Tyler Stockton: Michigan’s new safeties coach was originally recruited to Notre Dame by Peloquin.

• Larry Black: The recently hired defensive line coach also shares a history with Peloquin from their time in South Bend.

What He Brings to Michigan

As the General Manager, Peloquin won’t just be a "recruiter"—he will be the chief operating officer of the football program. His impact will likely be felt in three primary areas:

1. Roster Management: Using his experience from Athletes First to manage the transfer portal and retention strategies with a professional-grade lens.

2. Strategic Recruiting: Peloquin is known for his "Power, Big Skill, and Skill" categorization method, a disciplined approach to identifying the right physical profiles for specific schemes.

3. Stability: His 21-year track record suggests he can provide the organizational "glue" needed while Kyle Whittingham focuses on on-field performance.

The hiring of Peloquin represents a "big-time" win for the Wolverines. By blending two decades of traditional football operations with a masterclass in the new-age NIL economy, Michigan is positioning itself to remain a perennial powerhouse in the expanded Big Ten.