Wisconsin athletics announces first jersey patch sponsor in program history
Wisconsin Athletics announced Culver's as the first jersey patch sponsor in program history, expanding a partnership that also creates new NIL opportunities.
The University of Wisconsin is adding more than a logo to its uniforms.
Wisconsin Athletics announced an expanded partnership with Culver’s, making the Wisconsin-based restaurant chain the first jersey patch sponsor in program history for Badger football, men’s basketball, and men’s hockey.
The agreement represents another major step in how Wisconsin is adapting to the rapidly changing financial landscape of college athletics.
While jersey patch sponsorships have become increasingly common, the Badgers had previously resisted adding corporate branding to their uniforms. That changed with a partnership that not only keeps the sponsorship local but also generates additional resources to support Wisconsin Athletics and create NIL opportunities for student-athletes.
“There are few things more quintessentially Wisconsin than Culver’s,” Deputy Athletic Director and Chief Revenue Officer Mitchell Pinta said. “This partnership is a natural fit for our jersey sponsorship—it’s a beloved brand among Badgers and a longtime partner of Wisconsin Athletics.
“Beyond the sponsorship, Culver’s will play an active role in engaging and creating meaningful opportunities for our student-athletes.”
The expanded agreement builds on a relationship spanning more than 25 years. Culver’s already serves as the on-court logo partner inside the Kohl Center, but its branding will now also appear on Wisconsin football, men’s basketball, and men’s hockey uniforms beginning this fall.
Former Badgers legend J.J. Watt echoed what many Wisconsinites were likely thinking when he wrote: “If there had to be one, this is it. Culver’s Forever. On Wisconsin!”
Fans will first see the jersey patch when Wisconsin football opens the 2026 season against Notre Dame at Lambeau Field on Sept. 6, but the partnership will extend well beyond game day.
According to the university, Culver’s will collaborate with Badger student-athletes on NIL initiatives and help produce original content to strengthen engagement between athletes and Wisconsin fans.
Those opportunities have become increasingly valuable as schools search for new revenue streams and ways to maximize commercial partnerships. Creating as many sustainable revenue sources as possible has never been more important to the long-term health and competitiveness of an athletic department in the NIL and revenue-sharing era.
“We’ve always believed the best moments happen when friends and family come together over a meal at home, or in the restaurants, or in the stands cheering on their favorite team,” said Craig Culver, Culver’s co-founder.
“From the field to the court to the ice, Culver’s is proud to stand beside these world-class student-athletes and to celebrate every moment right alongside the families and fans across Wisconsin who love them.”
The agreement, facilitated by Learfield’s Badger Sports Properties, reflects a broader trend throughout college athletics. Wisconsin has now joined a growing number of programs leveraging corporate partnerships to help strengthen the financial future of their athletic departments.
As revenue sharing becomes the baseline across the country, it’s additional income streams like these that can help separate programs, creating greater flexibility to invest in student-athletes and remain competitive in an increasingly unpredictable era of college athletics.
For the Badgers, this deal likely won’t be the last of its kind. Instead, it represents another indication that Wisconsin is embracing new avenues for generating revenue as the business of college athletics evolves.
Nobody wants to see college athletics become overrun by corporate branding. But if jersey patch sponsorships are here to stay, it’s hard to imagine one that feels more authentically Wisconsin than Culver’s.
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Good linkage with very successful state business. Why isn't the Women's Volleyball Team included. That seems to be a missed opportunity on the fastest growing NCAA women's sports program in the country?