BREAKING NEWS: Wisconsin Badgers American football legend Alan Ameche has finalized a landmark agreement deal reportedly worth about $172.5 million to become their next..

In a stunning development that blends history, legacy, and modern collegiate sports economics, Wisconsin Badgers football legend Alan Ameche has reportedly finalized a landmark $172.5 million agreement to become the university’s next Chief Athletic Executive, a newly created role designed to oversee the entire athletics department with a special focus on football operations, alumni engagement, and national branding.

While Ameche — the 1954 Heisman Trophy winner and former NFL star — passed away in 1988, the university is honoring his legacy in an unprecedented way by posthumously licensing his name, image, and likeness (NIL) as the cornerstone of a massive athletic and marketing expansion strategy, which includes partnerships with tech firms, national retailers, and NIL collectives.

This groundbreaking move is not only historic in scale but also redefines how universities leverage legacy figures in the modern NIL and collegiate sports era.

What the Deal Includes

The $172.5 million deal includes:

• Lifetime licensing rights to Alan Ameche’s name and legacy

• The creation of the “Ameche Center for Athletic Excellence”, a new multi-sport training facility on the UW–Madison campus

• A branded NIL platform called “Ameche Impact”, designed to help current student-athletes maximize their earnings potential

• A national media campaign aimed at restoring Wisconsin’s football program to elite prominence by reconnecting with its past

University Statement

University of Wisconsin Chancellor Jennifer L. Mnookin released a statement this morning:

“Alan Ameche’s legacy is woven into the fabric of this university. This agreement allows us to honor a Badger legend while building a future that reflects the highest standards of excellence, innovation, and student-athlete empowerment.”

Reactions Across the Sports World

The decision to center such a large deal around a historical figure — rather than a current coach or player — has ignited conversation nationwide.

• ESPN’s Paul Finebaum called the deal “a masterclass in brand-building and nostalgia marketing.”

• Former Badgers running back Melvin Gordon posted:
  “Ameche paved the way. This move makes sure no one forgets it. Proud to be a Badger.”

Even the NFL’s Indianapolis Colts, for whom Ameche famously scored the winning touchdown in the 1958 NFL Championship Game (aka “The Greatest Game Ever Played”), released a statement of support.

A New Era for College Sports?

Analysts say this is the first known deal of its kind — monetizing and institutionalizing the legacy of a late athlete on such a massive financial and administrative scale. With the continued evolution of NIL regulations and university branding strategies, Wisconsin’s bold move could become a model for other programs looking to bridge past greatness with future potential.

About Alan Ameche

Alan “The Iron Horse” Ameche remains one of the most iconic figures in Wisconsin sports history. A bruising fullback, he won the Heisman Trophy in 1954 and went on to play six seasons with the Baltimore Colts, earning NFL Rookie of the Year honors and securing his place in football lore with his championship-winning touchdown in 1958.