Sponsored jersey patches could be coming soon to Ohio State’s uniforms.
As part of its announcement on Wednesday that it had agreed to a multimedia rights contract extension with Ohio State, Learfield revealed that Ohio State is “engaging brands that are highly interested in pursuing a jersey patch partnership with Ohio State in anticipation of the NCAA rule change.”
“As one of the most celebrated schools in college athletics, boasting 36 sports, a jersey patch opportunity with Ohio State would represent one of the most highly coveted sponsor partnerships in college sports,” Learfield wrote in its news release.
Sponsored jersey patches could be coming to college sports as soon as the 2026-27 season. Sports Business Journal reported last week that the NCAA’s Division I Cabinet is slated to discuss allowing sponsored jersey patches during competition at next week’s NCAA Convention. While no vote on the potential rule change has been scheduled yet, there is “optimism” that sponsored jersey patches will be allowed next season, according to SBJ.
Multiple schools have already sold jersey patch sponsorships in anticipation of the change. LSU agreed to a jersey patch deal with Woodside Energy in October, while UNLV announced last month that it had struck a deal with Acesso Biologics to be its first official jersey patch partner.
Wednesday’s announcement comes as part of a contract extension between Ohio State and Learfield, a college sports marketing company that works with many of the biggest brands in college sports. Per SBJ, Ohio State’s new deal with Learfield “includes a three-year extension through 2036 and will see the parties enter a revenue sharing relationship designed for Ohio State and Learfield to capitalize on one of college sports’ most prominent brands and sponsorship machines.”
“It’s a critical juncture in college athletics, and this is the ideal time to lock arms with Learfield, to continue to provide best in class opportunities and lead Ohio State Athletics for a long time into the future,” Ohio State athletic director Ross Bjork said in a statement. “Learfield’s expertise brings a full range of capabilities that allow us to continue to maximize the largest sponsorship program in the country through even more commercial activity that impacts revenue and further capitalize through innovative sponsorships and NIL strategies, which help strengthen our entire athletics program. We are proud to continue our long-term affiliation and transformational partnership with Learfield and continue to maximize the Ohio State brand power here in Ohio and across the country.”
“We’re at a crossroads in college athletics, where opportunities for student athletes are as important as maximizing commercial revenue,” Learfield president and CEO Cole Gahagan said in Learfield’s announcement. “In order to deliver on both priorities, athletics departments need at-scale reach, best practices, and technology built for this era of college sports – which only Learfield can deliver. No organization in sports and entertainment has more connectivity to global brands, and under the framework of this new partnership, Learfield and Ohio State are positioned better than ever to maximize each and every opportunity for both the university and the Buckeyes athletes.”
