The NCAA has ushered in a major shift in college sports commercial sponsorship: a shift that has the potential to reshape sponsorship strategies at every Division I school. Starting August 1, 2026, teams at Division I schools will be permitted to display commercial patches on uniforms, apparel, and equipment, subject to certain size and number restrictions.
Placement will be determined on a sport-by-sport basis, and while the newly approved rule does not extend to NCAA championship games the possibility of extending this approval to such games is there.
In a recent LawFlash, partner Don Shelkey and associate Jesse Taylor highlight the recent developments and potential impact this rule may have and the value it may bring to athletic departments and sponsors across schools and brands.