The commercial evolution of US college athletics continues to accelerate, with Brigham Young University (BYU), the University of California (Cal) and Texas Tech University unveiling three major partnerships that demonstrate how athletic departments are diversifying sponsorship inventory beyond traditional signage and media rights.
From football jersey patches to artificial intelligence-powered fan engagement and multi-million-dollar stadium naming rights, the agreements highlight how universities are creating new premium assets to attract technology and enterprise partners in an increasingly competitive revenue landscape.
BYU secures first-ever football jersey patch sponsor
BYU Athletics has named Utah-based property management software company Entrata as the inaugural jersey patch sponsor in the history of its football programme.
The multi-year agreement will see the Entrata logo appear on BYU football uniforms from the 2026 season, adding another high-value sponsorship asset as jersey patch partnerships become increasingly common across college football.
Brian Santiago, BYU Director of Athletics, said, “We are grateful for this new sponsorship with Entrata and excited to welcome them to the BYU Athletics family. Entrata brings great value to BYU Athletics. We are excited about this new relationship and anticipate a bright future.”
Beyond the uniform branding, Entrata will receive extensive commercial rights across BYU Athletics, including in-stadium signage, digital advertising, community initiatives, fan engagement activations and student-athlete service programmes.
The sponsorship also reflects the growing value of BYU’s football programme as a commercial platform. The university said its football broadcasts attracted 37.7 million television viewers during the 2025 season, placing the Cougars among the most-watched programmes in college football.
Cal broadens partnership model with AI integration
While BYU has commercialised a single premium asset, California Athletics has opted for a department-wide strategy through what it describes as the largest corporate partnership in its history.
The agreement with AI-powered communications platform Dialpad spans all 30 of Cal’s varsity sports programmes, making the company the university’s first all-sports jersey patch sponsor.
Cal Co-Directors of Athletics Jenny Simon-O’Neill and Jay Larson said, “This is a historic moment for Cal Athletics. Our partnership with Dialpad will have a profound impact on our student-athletes, department and university as we move forward in this dynamic era of intercollegiate athletics. Craig is a true Golden Bear, and we are thrilled to work side by side with him and Dialpad in this new venture.”
The partnership extends beyond branding. Dialpad has also been appointed the official AI platform for fan experience and will deploy artificial intelligence tools designed to improve supporter engagement and digital communications across the athletic department.
The agreement also includes naming rights to the Dialpad Field Club, broadcast-visible signage, digital integrations and opportunities for student-athletes to participate in branded content, appearances and fan engagement campaigns.
Texas Tech lands US$75 million naming rights agreement
Texas Tech Athletics has meanwhile secured one of the largest naming rights deals in collegiate sports through a 15-year agreement with digital infrastructure company Galaxy.
From the 2026 football season, the Red Raiders’ home venue will be renamed Galaxy Stadium under a partnership reported to be worth approximately US$75 million.
Director of Athletics Kirby Hocutt said, “We’re pleased to welcome Galaxy as the new naming rights partner of our football stadium. When I visit with alumni across the country, the conversation almost always turns to their favourite memories inside our stadium. We look forward to creating many more of those moments together in Galaxy Stadium, one of the premier home-field environments in college football. This long-term partnership with Galaxy will have a lasting impact on Texas Tech Athletics.”
Galaxy will also become Texas Tech’s official data centre and digital assets partner, receiving branding across football and basketball programmes, digital platforms and in-game activations.
The agreement additionally incorporates Name, Image and Likeness (NIL) opportunities for student-athletes through branded campaigns and original content, while aligning with Galaxy’s broader investment in West Texas, where the company is developing its Helios data centre campus.
Taken together, the three partnerships demonstrate how college athletics is reshaping its commercial model. Rather than relying solely on traditional sponsorship assets, athletic departments are increasingly packaging together jersey patch inventory, venue naming rights, technology partnerships, AI capabilities and NIL programmes into integrated commercial offerings.
Technology companies, in particular, are emerging as key partners, using collegiate sport not only to build brand visibility but also to showcase products, strengthen regional investment strategies and engage younger audiences. For universities operating in an era of increased athlete compensation and rising operational costs, these diversified partnerships are becoming an increasingly important source of long-term revenue and strategic growth.
