Game On for Sponsors: NCAA Opens College Uniforms to Commercial Patches

Key Takeaways

• Commercial patches are coming to college uniforms. The NCAA Division I Cabinet has approved a proposal permitting schools to display commercial sponsor logos on uniforms, equipment, and apparel beginning August 1, 2026.
• Brand owners face new sponsorship opportunities and diligence requirements. Patch deals will require trademark clearance, co-branding negotiations with apparel partners, and careful partner selection.
• Early movers are already in the market. Several programs have announced multimillion-dollar patch partnerships, with industry projections ranging from $500,000 to $12 million annually per program.

On January 23, 2026, the NCAA Division I Cabinet approved a proposal allowing Division I athletic programs to display commercial sponsor logo patches on uniforms, equipment, and apparel beginning August 1, 2026. This opens significant new sponsorship opportunities with important implications for brand owners.

What the New Policy Permits

Under the new rules, schools may display up to two commercial logos on uniforms and apparel, and one on equipment, during regular-season and post-season play. An additional logo is permitted during conference championships, with all patches limited to four square inches. Sport-specific placement requirements will be determined by relevant rules committees, though logos must be placed outside sections reserved for officiating. Commercial patches are not currently permitted during NCAA championship events, including March Madness, though the NCAA will explore allowing patches at championships in the future. Notably, the College Football Playoff is not governed by the NCAA, so this restriction does not apply to CFP games.

Early Movers in the Market

Several schools have already secured patch partnerships in anticipation of this ruling. Louisiana State University has entered a multi-year, multi-sport deal, while the University of Nevada Las Vegas finalized a five-year, $11 million agreement with Acesso Biologics. Industry analysis suggests programs could earn between $500,000 and $12 million annually depending on visibility.

What Brand Owners Should Consider

Brand owners exploring collegiate uniform sponsorship opportunities should evaluate several factors. Power Four conference programs will command premium pricing but offer greater visibility, making partner selection and diligence critical. Logos must be cleared for use alongside university trademarks and apparel partner marks (Nike, Adidas, Under Armour), so agreements should address co-branding rights and existing licensing restrictions. The limited number of patch slots makes category exclusivity negotiations particularly important. Brands should also factor the NCAA championship exposure gap into valuation models, anticipate content restrictions as schools “set standards that reflect their values,” and recognize that post-House v. NCAA revenue-sharing obligations will drive strong institutional motivation to pursue these partnerships.

Looking Ahead

As schools seek new revenue streams, brand owners can expect an active market for uniform sponsorships. Companies interested in this space should move promptly to structure agreements before the effective date of August 1, 2026.