Why are college football programs suddenly putting corporate patches on their uniforms?
You might be wondering why two of the premier programs in college sports — Notre Dame and Ohio State — announced deals Tuesday to put corporate patches on their sacred uniforms.
Don’t overthink it. It is always about the money.
Professional soccer teams set the tone years ago and NBA teams (2017) and Major League Baseball teams (2023) followed suit in recent years. The NFL still doesn’t allow it on gameday uniforms, but has allowed sponsorship patches on practice uniforms since 2009.
The Irish and Buckeyes (Ohio State brought in a record-setting $336 million in revenue during the 2025 fiscal year) are among the biggest breadwinners in the college game, but still have bills to pay when it comes to roster construction.
There never seems to be enough money to go around as the price of building a championship-contending roster keeps soaring.
Why are schools doing this now?
The rules changed. Before the NCAA adopted a new policy in January, the primary commercial logo permitted on most uniforms was major apparel manufacturers’ marks from companies such as Nike, Adidas and Under Armour. The new policy approved broader commercial logo use, with changes taking effect Aug. 1.
Ready to roll. #GoBucks | #ChasePartner pic.twitter.com/cXHi7OKKdu
— Ohio State Buckeyes 🌰 (@OhioStAthletics) July 28, 2026
The real reason the policy changed: financial concerns. Athletic departments need dependable new revenue sources to pay the bills. While schools are permitted to share more than $20 million annually with athletes under the new compensation structure, ticket sales, donor gifts, and postseason revenue vary year to year. Multiyear sponsorships provide more reliable income.
UNLV was the first college program to announce a deal in December.
Which programs command the most money?
The emerging market appears to have at least three levels.
Superbrands: Notre Dame’s deal with SoFi for between $18 million and $20 million, and Ohio State’s $17 million annual Chase agreement establish the current public benchmark. The value comes from television exposure, national following, championship relevance and the ability to carry the sponsor across 36 sports.
Major power-conference brands: Illinois’ Busey Bank package has reportedly been valued at $30 million over five years, or $6 million annually. Michigan State’s agreement with MSU Federal Credit Union has been reported at roughly $40 million over 10 years.
Regional and Group of Six programs: These schools do not generate huge visibility, but a sponsor can obtain a more prominent association with the university and its local market. The agreements can still be worth at least high six figures annually, especially when football and basketball are bundled.
College QB Tiers: Which quarterback has the highest ceiling?
Antonio Morales and Sam Khan Jr.
Most financial agreements remain private.
The Big 12 signed a conference-wide agreement with Monster Energy. The partnership is reportedly worth approximately $20 million annually and includes co-branded patches for football and men’s and women’s basketball, along with field and court logos branding. Big 12 schools are expected to receive $1 million each, although the package contains more than patches.
What rules apply to the patches?
• Up to two additional commercial logos may appear on uniforms and apparel in preseason and regular-season play.
• Each logo is limited to four square inches.
• One additional commercial logo may appear on equipment.
• Conference championships allow an additional uniform/apparel logo.
Is all the money solely for the patch?
Not really. The patch is the most visible asset in the package, but it is rarely the only asset being sold.
Most deals usually include logos and signage on stadiums and arenas, digital and social media advertising and NIL opportunities involving athletes.
Do the players wearing the advertisements receive any of the money?
Not necessarily.
The jersey patch is generally an athletic-department sponsorship asset. Its revenue goes to the school or conference under the terms of the agreement. That differs from an individual NIL endorsement in which an athlete is compensated for using his or her name, image or likeness.
The NCAA describes NIL activity as third-party compensation to athletes for services such as brand appearances or social-media promotions.
The categories, however, can overlap. A sponsorship may also include separate NIL opportunities, appearances or marketing campaigns for athletes. For example, Ohio State’s Chase package reportedly includes NIL programming.