Beyond the
Sponsorship Asset:
Building Revenue and
Strategic Partnerships
in College Athletics
Commercial sponsorship is becoming an increasingly important source of revenue for college athletics
Since the landmark House v. NCAA settlement took effect in July 2025, participating Division I schools have been able to provide roughly $20.5 million in direct payments and other benefits to athletes in the first year, adding to the already substantial cost of running a competitive program.
Football field logos, jersey patches, and other emerging assets are creating new revenue opportunities and possibilities for strategic brand partnerships. But they also raise a practical question: What do you charge for an asset that’s barely been sold before?
Athletic departments face enormous financial pressure
The new athlete payments arrived on top of an already expensive operation. Even before revenue sharing began, 94% of Division I athletics programs were spending more than they generated in athletics revenue, according to a 2026 U.S.
On a smaller scale, consider the University of Michigan. For fiscal year 2026, the athletic department budgeted $20.5 million for revenue sharing and another $6.2 million for new scholarships associated with the House settlement. Even with one of the largest football stadiums in the country and the revenue that comes with it, Michigan projected needing $15 million in university support to balance its $266.3 million athletics budget.
THE BIG 12’S AGREEMENT WITH MONSTER ENERGY INCLUDES
CO-BRANDED JERSEYS ACROSS
FOOTBALL AND MEN’S AND WOMEN’S BASKETBALL
Schools are increasingly finding money in places that weren’t for sale before. A corporate logo on a football field. A patch on a player’s jersey. Both have become valuable sponsorship assets just as athletics departments have more reason than ever to sell them.
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This article originally appeared on the IEG LinkedIn Page. To view the original post click here.
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