College Athletics Eye New Revenue Streams, Including Field and Jersey Sponsorships

In light of the $2.8 billion House v. NCAA lawsuit settlement, colleges are seeking new ways to generate revenue to cover increasing expenses. One potential avenue that may become available is the opportunity for field/court naming rights and sponsored jersey patches, as suggested by a Southeastern Conference athletic director.

Field Sponsorship

Florida athletic director Scott Stricklin expressed optimism about the possibility of placing sponsored logos on fields during the regular season, emphasizing the potential for this move to generate substantial revenue for college sports programs.

While the NCAA currently imposes strict limitations on commercial logos on fields, a June 6 NCAA committee meeting is anticipated to address potential changes to these restrictions, according to reports from USA Today.

Fantasy Sports Integration

Stricklin also proposed the integration of fantasy sports, suggesting licensing with player names, as a means to further engage fans and generate revenue for both players and schools.

Athletic departments are preparing for the anticipated $22 million annual revenue share cost, which is expected to take effect in August 2025 as part of the terms of the House settlement. This has prompted a need for exploring new revenue streams.

Greg Byrne, the athletic director of Alabama, acknowledged the need for colleges to be open to new revenue possibilities, drawing a parallel to professional sports where sponsored jersey patches bring in substantial annual revenue.

While open to new ideas, Byrne emphasized the traditional nature of programs like Alabama's football team, indicating a conservative approach to potential changes such as adding sponsored jersey patches to their iconic crimson jerseys.