Athletic Communications: Online Credentials
Online Credentialing for 2025-26
The U-M Athletic Communications office will again be utilizing a credential system during the 2025-26 season. All media will need to apply for credentials using this system for the following sports: football, men's basketball and ice hockey.
Michigan Athletics Credential Guidelines
Michigan Athletics will issue credentials to individuals in a working media capacity. For purposes of these guidelines, a member of the media is an individual who is a paid employee or contracted representative of a media organization that covers our athletic department or college athletics on a weekly/daily basis.
That individual must be engaged in disseminating information to the public through a newspaper, magazine, website, wire service, or another accepted publication, radio, television (network) or other medium of mass communication.
Credential requests will be considered only if they are submitted by the owner, beat reporter, sports editor, sports director/producer or photo editor. Each application will stand on its own merits. Membership in a writers' or broadcasters' association does not automatically qualify a media outlet or individual for credentials.
Having been credentialed at other related events does not guarantee acceptance at Michigan athletic events. In addition, receiving an approved credential for one Michigan sporting event does not guarantee a credential for another Michigan sporting event.
Receipt of credentials for Michigan Athletics' events is a privilege that will only be extended to persons who abide by these guidelines and any and all reasonable directives of Michigan Athletics' staff.
Credential Considerations
There are limitations on the number of credentials issued for a sporting event and Michigan Athletics considers the following criteria when issuing approvals/denials:
- Media that cover Michigan and/or the opponent on a daily/weekly basis
- Media organizations with a large national audience
- Local media in the state of Michigan and especially in Southeast Michigan
- Sport-specific specialty media
- Independent online media representatives
Credential Usage [Credential Use Conditions]
Each approved credential is assigned to a named media member who has been accepted through the credentialing process. If a name change is requested, that must be done at least 24 hours in advance of the sporting event. Credentials may not be loaned out to another individual for any reason.
In addition, credentials must be worn and visible at all times during the sporting event. Media must also respect the work environment of the University of Michigan Athletic Department and team(s), as well as their colleagues by maintaining a professional atmosphere in all media areas.
Failure to adhere to these guidelines will result in a loss of credential for any and all parties involved moving forward. It will also result in immediate removal from the media areas, and the possible loss of credential privileges for future events for the individual and the media agency.
Credential Policies
- Per Big Ten policy, video clips of in-game competition, live or otherwise, online or via social media networks are not permitted.
- Still photos may be shared online and across social platforms during the game.
- Any non-editorial or news reporting use of any picture, audio, film/tape/digital image or drawing of the event is prohibited without prior, specific, written authorization from the University of Michigan and/or the Big Ten Conference.
- Internet usage in all media areas, including the press box, digital workroom and the playing field, is for purposes consistent with these guidelines only. Media members who do not abide by the proper internet procedures may have their credentials and/or internet access revoked.
Photographers / Videographers
Photographers/videographers must be on assignment from a known and established media organization and use professional camera equipment.
All photographs taken at the event are to be used solely for the news reporting or editorial purposes for which the individual is credentialed. If a photographer is working on behalf of multiple outlets, the requesting editor (photographer or videographer) must disclose all outlets in their application.
Subject to limitations of space, credentials for photo/video staff members shall be assigned to outlets requiring immediate news coverage. Photo agency requests will be evaluated on a case-by-case basis to determine the level of regular sports coverage they provide for the given sport/Michigan.
Failure to comply with the stated guidelines and follow all reasonable directives of Michigan Athletics' staff will result in immediate loss of credential privileges for future sporting events.
Agencies and Individuals Not Eligible
Credentials will not be issued to the following:
- Freelance reporters or photographers will not be credentialed unless they are working under a specific assignment for an established news reporting outlet.Â
- Individuals seeking to work on behalf of non-journalistic commercial activities, including without limitation, student-athletes for NIL purposes. It is against NIL guidelines to use Michigan IP for NIL purposes unless previously approved by the licensing office. Â
- Requests for a personal project, portfolio or class assignment will not be granted. Â
- Persons solely for the purpose of writing or gathering material for books, short films or movies. Â
- Podcasts which do not fall under credential policies and guidelines listed above. Â
- Representatives whose outlet exists as a platform for re-distributing content (press releases, aggregate news sites, etc.). Â
- High School Newspapers or Yearbooks. Â
- Telephone reporting services. Â
- Entities or publications devoted to gambling. Â
- Online entities not specifically referenced herein. Â
Football
Ice Hockey
Men's Basketball
