Associated Press — Donald Canham, who put the University at the forefront of modern sports marketing and backed it up with on-the-field success like he enjoyed as a student-athlete and coach, died Tuesday at age 87.

Canham suffered a ruptured abdominal aortic aneurysm while driving about 9:30 a.m. EDT Tuesday, lost control of his vehicle and crashed into a tree near Saline. A three-hour surgery to repair his aorta was successful, but Canham died shortly after 4 p.m. because of excessive internal bleeding, University of Michigan Hospital said in a news release.

Michigan teams won 72 Big Ten championships during Canham's tenure as athletic director from 1968 to 1988.

He was among the pioneers of merchandise licensing and launched the first major direct-mail and advertising program to sell football and other sports tickets, according to the University. Sensing the potential of cable television in the early 1970s, Canham used the emerging networks to feature Michigan and other Big Ten teams before national audiences.

“With the passing of Don Canham, Michigan has lost a true legend,” current Athletic Director Bill Martin said in a statement. “The entire Michigan family extends its condolences to Don's extended family. He was a gifted athlete, coach and administrator and excelled in all roles.”

Michigan football teams had posted a lackluster 51-42-2 record in the decade before Canham became athletic director in 1968, and Michigan Stadium seldom was filled. One of his Canham's first moves was to hire Bo Schembechler as coach. To ensure a sellout for the 1969 Michigan-Ohio State game, Canham marketed the game in Ohio, the Detroit Free Press reported.

Schembechler's Michigan teams won 13 Big Ten titles in 21 years. The Wolverines have played 186 consecutive games in front of 100,000-plus fans at Michigan Stadium from 1975 through last season.

“We're going to miss him at Michigan,” Schembechler told The Detroit News. “He held everything together.”

Canham's other significant coaching hires included hockey coach Red Berenson, softball coach Carol Hutchins, former men’s swimming and diving coach Jon Urbanchek and cross country and track and field coach Ron Warhurst.

“He gave me a chance in college coaching without experience,” Warhurst said. “He was the most influential college athletic director in the past 50 years.”

The University's swimming and diving complex, Canham's final project as athletic director, was named the Donald B. Canham Natatorium. Just two weeks ago, he was honored with the Gerald R. Ford Award, the highest University honor given to a former student-athlete.

Canham himself was a standout athlete, winning four Big Ten high jump titles and the NCAA high jump championship in 1940. He was Michigan's head coach in track and field from 1950 to 1968, compiling a 52-13-2 record in dual meets with seven indoor and four outdoor Big Ten team championships.

Canham founded and served as director of the first NCAA Indoor Track and Field Championships, held in Detroit in 1965. He succeeded Fritz Crisler as athletic director in 1968.

Canham was born in Chicago and graduated from Oak Park High School in 1937. He graduated from Michigan in 1941 with a bachelor's degree in physical education, history and science. He served in the Air Force for four years before becoming an assistant track and field coach at Michigan in 1946.

Canham made an international impact as well. Starting in 1954, he conducted coaching clinics and assisted with coaching national teams in Norway, Denmark, Sweden, Germany, Finland, Jamaica and Trinidad, according to the University.

“We have lost a giant at Michigan, and we will miss him,” football coach Lloyd Carr said in a statement. “Mr. Canham was a remarkable man, and his legacy will endure.”