Kentucky announces sponsored jersey patch deal with UK Invests
UK joins schools like Louisville, Notre Dame, Michigan State and LSU by adding a jersey patch sponsor. Here's what to know about the new deal.
On September 4, the University of Kentucky announced a new partnership with UK Invests for sponsored jersey patches. Football players will begin wearing these patches on their uniforms from September 5, for the program's 2026 season opener against Youngstown State. UK athletics director J Batt stated that jersey patches are an ideal brand opportunity due to their visibility.
Batt noted that UK Invests represents a perfect alignment with Kentucky, as it has invested in students and promoted healthy habits. UK Invests, launched in 2022, is a financial wellness program that provides financial education and real-world opportunities to help students achieve financial security and responsible saving and investing habits.
A key aspect of the deal involves UK football showcasing UK Invests' success through multimedia activations by JMI Sports, which includes signage, videoboards, radio, TV inventory, coaches' endorsements, and in-game features. As part of the NCAA Division I Cabinet's January decision to allow programs to sell ad space on uniforms, equipment, and apparel, jersey patches have emerged as a new source of revenue in college sports.
Noteworthy deals include Notre Dame's six-year agreement with SoFi expected to yield $18-20 million annually, and Ohio State's $15 million yearly deal with JPMorganChase. Louisville also recently expanded its partnership with L&N Federal Credit Union. Batt previously led Michigan State, where his successor Mitch Barnhart appointed him as Mitch Barnhart's successor.
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