In January, the NCAA approved a proposal allowing Division I sports programs to sell ad space on uniforms, equipment, and apparel for any non-championship competitions. As college football gets underway, partnerships are forming at an increasingly rapid clip.
Notre Dame’s July 2026 announcement of a $20 million per year partnership with SoFi is the largest deal to date, though a majority are valued in the low single-million range.
Across deals, a few key trends have emerged:
- Most patch partners have regional or personal ties to schools, or pre-existing partner relationships.
- Patch sponsorships encompassing all available sports (versus individual ones) are the most popular format—for now.
- Financial services and healthcare are the two most-represented industries.
- Many schools and brands are tacking broad add-ons to their arrangements, like providing “additional NIL opportunities” or establishing “student-athlete funds.”
- Components often center around content creation; athlete and school brand-building are also becoming common.
Front Office Sports is tracking all jersey patch deals, broken down by conference.
ACC
Cal and Dialpad: All 30 Cal programs will wear the logo of Dialpad, an AI platform for customer experience, this upcoming season. Dialpad was also named the Official AI Platform for Fan Experience of Cal Athletics in what the university described as “the largest corporate partnership” in its history, although the value of the deal was not disclosed.
Louisville and L&N Credit Union (Football and Volleyball): L&N Credit Union, a Kentucky-based bank, already holds the naming rights to Louisville’s football stadium and volleyball arena. Now, its logo will appear on the jerseys of both teams, too. The length and value of the new patch partnership is currently not known.
Pittsburgh and UPMC (Football): The Panthers football team will sport UPMC’s logo this season as part of a multiyear tie-up that also makes UPMC the presenting sponsor of Pitt women’s sports, per a press release. Financial terms were not immediately disclosed.
Big Ten
Illinois and Busey Bank: After reaching a five-year, $30 million agreement with Illinois, Busey Bank will see its logo on the jerseys of the following Fighting Illini teams: football, men’s and women’s basketball, volleyball, baseball, softball, soccer, and men’s and women’s golf. Busey Bank branding will also appear on apparel worn by prominent Illinois coaches, including football coach Bret Bielema.
Michigan State and MSU Federal Credit Union (MSUFCU): All 23 of Michigan State’s varsity teams will wear an MSUFCU logo patch for the next 10 years, in what is believed to be the longest-tenured deal to date. The Detroit News reported that the deal is valued “in the range of $40 million total.” MSUFCU was founded by Michigan State faculty and staff in 1937.
Ohio State and JPMorganChase: Worth a reported $17 million per year, the agreement makes Chase Bank the official jersey patch partner for all 36 of Ohio State’s men’s and women’s athletic programs. In a statement to FOS, an Ohio State spokesperson said the deal, which also includes new NIL opportunities, “matches the size and strength of the Ohio State brand and the size and strength of JPMorganChase.”
Wisconsin and Culver’s: Culver’s will have its logo on the jerseys of the Badger football, men’s basketball, and men’s hockey teams this year. The deal’s value hasn’t been made public, but the school said it will also create new NIL and “unique content creation” opportunities. The Wisconsin-based fast food chain is already the on-court logo partner for the school’s Kohl Center, where basketball and hockey are played. Online, some fans expressed displeasure at the stark contrast between Culver’s bright blue logo and Wisconsin’s bright red jerseys.
Big 12
BYU and BYU Continuing Education (Olympic Sports): BYU Continuing Education is a division of Brigham Young that provides flexible learning options, including independent study programs and online high school. Beginning with the 2026-27 athletic season, its logo will feature on the uniforms of six Olympic sports teams: baseball, cross country, soccer, softball, track and field, and volleyball. A second phase of the multi-year deal—the financial terms of which have not been disclosed—will expand the partnership to include golf, gymnastics, swimming and diving, and tennis.
BYU and Entrata: For now, this multi-year jersey patch partnership is football-only. Entrata is a property management software company that was founded by BYU students in 2003. As part of the deal, the company will “collaborate with BYU Athletics on community initiatives” and “create opportunities for student-athletes to engage in meaningful service.” Financial terms are not currently available.
Kansas and Ripple: Ripple is a digital finance company founded by a University of Kansas alum. A logo for Ripple’s cryptocurrency, XRP, will feature on all Jayhawk jerseys as part of its five-year agreement with the school, the value of which has not been made public.
Oklahoma State and Osage Nation: For an undisclosed fee, the tribe, which operates a casino and hotel minutes from Oklahoma State’s campus, will see its logo on all of the school’s uniforms over the next three years.
West Virginia and Antero Resources: As part of a five-year partnership, Antero—West Virginia’s largest natural gas producer—secured a jersey patch on the uniforms of all 18 Mountaineers varsity athletic programs. The value of the deal, which will also provide “new opportunities for West Virginia student-athletes to participate in brand storytelling campaigns,” was not disclosed.
SEC
Arkansas and Tyson Foods: As part of this multi-year jersey patch agreement—which includes placement on the uniforms of all 19 men’s and women’s varsity Razorback teams—the Arkansas-based food production giant will also serve as the school’s “official protein partner.” While the deal’s terms have not been made public, Tyson Foods chairman John Tyson refuted reports of a $100 million valuation earlier this year.
LSU and Woodside Energy: First reported by FOS in 2025, before patch deals were even approved by the NCAA, this multi-year, multimillion-dollar pairing was made official in February, making it one of the first major deals of the jersey patch era. Woodside Energy’s logo will feature on the uniforms of all 21 LSU athletic programs.
Missouri and Ambetter Health (Football, Olympic Sports): Ambetter Health, an insurance company headquartered in Clayton, Missouri, will appear on Tiger football and Olympic sports uniforms for an undisclosed period beginning with the 2026–27 season. The value of the deal, which notably excludes men’s and women’s basketball, is not currently public.
Tennessee and Axle Logistics (Men’s and Women’s Basketball): Under a five-year agreement for an undisclosed amount, the Volunteers’ men’s and women’s basketball teams will wear the logo of Knoxville-based Axle Logistics. The partnership also includes a “substantial investment in … influencer marketing initiatives,” per a press release, that will “empower student-athletes to build their personal brands, expand their professional networks, and gain valuable hands-on experience in the realms of marketing and business development.”
Tennessee and First Horizon Bank (Football and “Several Olympic Sports”): First Horizon’s logo will feature on the uniforms of Tennessee’s football, volleyball, soccer, track and field, golf, tennis, cross country, swimming and diving, and rowing teams. The deal—which is reportedly worth $120 million over its 10-year lifespan—is the first to lump football in with Olympic sports.
Vanderbilt and SRM Concrete: SRM, a family-owned-and-operated concrete producer, will see its logo on the jerseys of all 17 Commodores varsity programs during the 2026-27 school year. SRM also has naming rights to a set of suites at Vanderbilt’s football stadium. Financial terms of the deal were not disclosed.
American
Army and USAA: The insurance company will also see its logo on all Army athletic program jerseys this year thanks to a new “preservation partnership.” The length and value of USAA’s tie-up has not been publicly disclosed, though On3 described it as “a long-term deal with a significant investment.” The USAA logo will also be featured on the 25-yard lines of Army’s football stadium, which has been renamed “Michie Stadium Preserved by USAA.”
Memphis and Fedex: The shipping and logistics giant, based in Memphis, will have a logo patch on the uniforms of all 19 men’s and women’s Tigers teams. Financial terms for the multi-year deal have not been disclosed.
USF and Tampa General Hospital: The financial terms for this football-only patch deal, described by the school as “multi-year,” have not been disclosed. Tampa General Hospital has been a partner of Bulls athletics for more than a quarter of a century.
UTSA and Las Palapas: For an undisclosed price, the Tex-Mex restaurant chain will see its logo on the jerseys of the Roadrunners women’s soccer team for the next three years.
Big Sky
Montana and the University of Montana Foundation (Football): Grizzly football players will don “For Montana” patches this season to raise awareness for the University of Montana Foundation’s new fundraising initiative of the same name, which is designed to expand scholarship support for Montana-resident students. The University of Montana Foundation is a nonprofit that manages private charitable contributions for the school. While deal terms are not available, a press release noted that “the patch was made possible by the generosity of an anonymous donor.”
Coastal Athletic Association
Elon and Onrise (Men’s and Women’s Soccer): Onrise is an online mental healthcare platform built for athletes; its logo will be worn by the Elon men’s and women’s soccer programs during the 2026 season. Financial terms were not disclosed.
Conference USA
New Mexico State and Inn of the Mountain Gods: With its March announcement of a three-year partnership with Inn of the Mountain Gods, a local resort, New Mexico State became the first Conference USA school to land a jersey patch. The value of the deal—which includes logo placement on the uniforms of the football, men’s basketball, women’s basketball, volleyball, baseball, and softball teams—hasn’t been disclosed.
Sam Houston State and Snapback Sports: This one-year, football-only deal valued at $100,000 will see Snapback Sports—a sports media company with nearly 2 million followers across all of its social channels—produce at least 50 pieces of original social content for the Bearkats throughout their season. Snapback will tape one of its flagship “Snapback Saturdays” episodes at Sam Houston and also travel with the team to an away game, documenting the entire experience.
MAC
Robert Morris and Cullen Honohan: In exchange for having his “All Hail” brand logo on Robert Morris’s men’s basketball jersey in a one-year deal, basketball content creator Cullen Honohan—who has close to 2 million followers across all platforms—will cover the team on his channels this season with the intent to “turn RMU into a viral program.” It’s the first-ever creator jersey patch. Financial compensation is not believed to be involved.
Mountain West
Air Force and USAA: Air Force has 27 varsity athletic programs, and USAA’s logo will be on all of their jerseys starting this fall. The five-year, $10 million sponsorship deal also includes logo placement on multiple fields and courts, as well as permanent signage at all Air Force athletic facilities and on media backdrops used at press conferences.
Hawaii and Hawaiian Airlines (Football): This tie-up is for one year and football-only for now, and financial details are not currently available. Hawaiian Airlines was already serving as the Warriors’ exclusive charter airline, and will continue to do so.
North Dakota State and Gate City Bank: Gate City Bank, a longtime partner of Bison Athletics, will see its logo on all 16 of the school’s varsity athletic uniforms as part of a multi-year deal. Financial terms are not currently public.
Northern Illinois and AAA Roofing Contractors (Football): Already the exclusive general contractor of Northern Illinois Athletics, AAA Roofing Contractors will now see its logo sported by the Huskie football team this fall. Exact length and financial details of the expanded deal are not available.
UNLV and Acesso Biologics: Announced in December 2025, UNLV’s five-year, $11 million deal with Acesso Biologics was the first-known jersey patch partnership. Acesso is a Las Vegas–based regenerative medicine company.
UTEP and GECU and IBEW: UTEP is believed to be the first program to accept two jersey patch sponsors for the same sport. In mid-August, the school announced the Government Employee’s Credit Union (GECU) as its inaugural patch partner for football and men’s and women’s basketball; in late August, the school revealed that a logo for the International Brotherhood of Electrical Workers (IBEW) will also feature on Miner football uniforms this fall. The length and value of each deal has not been publicly disclosed.
Wyoming and Tallgrass: In April, Tallgrass, an energy company, signed a five-year, $4.5 million agreement to become the official jersey patch sponsor for Wyoming’s football and men’s and women’s basketball teams. In a press release, the school described the tie-up as the “largest corporate contribution” in Cowboys history. Through it, Tallgrass will also become the presenting sponsor of the Wyoming Kids Club.
Pac-12
Fresno State and The Wonderful Company: This five-year deal will place the logos of the three Wonderful Company brands—Wonderful Pistachios, Wonderful Halos, or POM Wonderful—on Fresno State uniforms across all 18 men’s and women’s varsity programs. Financial terms were not disclosed, but the school described the deal as the “largest corporate partnership in the history of Bulldog Athletics.” It’s also the first multi-brand patch partnership in college athletics. As part of the tie-up, Wonderful Pistachios will receive logo placement on the playing surface at Fresno State’s football stadium.
Washington State and Confederated Tribes of the Colville Reservation: All Cougars sports programs will bear a jersey patch for the Colville Tribes thanks to a five-year, $8.43 million deal, the largest sponsorship in school history. The Tribes will also make a $250,000 donation to the Cougar Athletic Excellence Fund during the first year.
Sun Belt
Louisiana Monroe and Samaritan’s Purse: Reportedly worth $100,000, this is the only known jersey patch sponsorship featuring a nonprofit partner. Per a press release, Samaritan’s Purse volunteers worked alongside Louisiana Monroe students to pick up debris following Ice Storm Fern earlier this year. As of now, it’s a one-year, football-only tie-up.
Marshall and Marshall Health Network: The West Virginia–based health system signed a five-year, all-sport jersey patch sponsorship with Marshall in May, marking the first such deal for a Sun Belt program. The deal’s value hasn’t been made public.
Troy and Troy Bank and Trust: All 16 Troy varsity athletic programs will sport a Troy Bank and Trust logo for the next four years as part of a deal reportedly worth $2.1 million. The partnership also put the bank’s logo on the in-game apparel of every Troy coach—an add-on that athletic director Kyle George says is the first of its kind.
Independent
Notre Dame and SoFi: The banking institution and fintech company, which also has naming rights to L.A.’s professional football stadium through 2039, will reportedly pay Notre Dame $18-20 million annually in exchange for logo placement on all Fighting Irish uniforms for the next six years. The agreement is the largest known college sports jersey patch deal; it will also see SoFi establish an annual fund “to further Notre Dame’s ‘4 for Forever’ promise, which will support all student-athletes through scholarships, financial education, career development and exclusive opportunities.”
Conference-Wide Agreements
Big 12 and Monster Energy: In a first-of-its-kind partnership, Monster Energy is paying the Big 12 $20 million per year in exchange for its logo to appear on the football and men’s and women’s basketball jerseys of all competing schools. Additionally, the Big 12 football and men’s and women’s basketball regular seasons will be referred to as “Monster Energy Big 12 Football” and “Monster Energy Big 12 Basketball,” respectively. Monster Energy logos will also appear on Big 12 basketball courts.
Many critics of the deal said its $20 million price tag vastly undervalued the assets in a play for a full conference, which appears to be validated as individual schools like Ohio State and Notre Dame pull in similar figures for their patch partnerships.
