Film Room: Jersey patch proposal approved

On January 23, 2026, the NCAA Division I Cabinet approved a proposal permitting commercial logos on uniforms, equipment and apparel. From the release: 

Effective Aug. 1, all Division I teams will be permitted up to two additional commercial logos on their uniforms and apparel and one additional commercial logo on equipment during the preseason and regular season, with an additional commercial logo on uniforms and apparel for conference championships. The patches will be limited to a maximum of 4 square inches per logo.

The full text of the new and revised NCAA Bylaws can be found here. The rule change provides institutions with new and exceptionally lucrative rights. For example, one report from 2024 estimated the average value of NBA jersey patches at $10.9 million per year, per team.

With much at stake, institutions are wise to carefully consider how these new rights align and reconcile with existing rights conferred to any multimedia rights holders, apparel companies, conferences and other partners. This article from Ben Portnoy, published in Sports Business Journal earlier this month, identifies many relevant considerations.

The potential for positive impact on institutions stretches beyond increased athletic department revenue (as significant as that is). Institutions might consider broader partnerships with potential jersey patch sponsors that drive value to the institution beyond payment. For example, the partnership might also involve a sponsor providing services or products to the institution (or its staff and students). It might also include the sponsor offering educational or internship opportunities to the institution’s students.

Along with the financial boost, the ability to drive value across the institution is a massive opportunity for schools aiming to maximize the impact of this rule change.

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