Spartan student-athletes will have the choice to opt into the Group Licensing Program. Upon acceptance, athletes will be marketed in groups of three or more in a specific sport or in groups of six or more in the case of multiple sports, in combination with official Spartan trademarks.

Acceptance of the program does not restrict the student-athletes individual NIL rights — the university has stated that they will still be permitted to enter agreements outside of the program, regardless.

TBG is responsible for managing the program on behalf of MSU student-athletes and their sole role is towards finding sponsors and licensees to support both it and its participants. In addition to a partnership with MSU athletics, TBG is also in partnered with the University of North Carolina at Chapel Hill's Athletics as well as multiple professional athlete player association's.

“We are proud to collaborate with Michigan State University and to bring this program to an institution with such a stellar reputation in college athletics as well as for such a loyal, passionate fan base.” CEO of TBG Wesley Haynes said in the release. “This is a great step for Michigan State University to create for their student-athletes and to provide a viable path for cobranding. No doubt, this will be beneficial for all of their student-athletes who opt into the program.”