Big 12 schools adopt corporate sponsorship deals for jerseys and stadiums

Big 12 athletic departments are increasingly turning to corporate partnerships to fund programs and NIL initiatives. Texas Tech recently secured a 15-year agreement to rename its stadium to Galaxy Stadium, a move expected to generate $75 million. Following new NCAA rules for the 2026-27 season, multiple schools are adding sponsored patches to uniforms and helmets, including agreements with Entrata for BYU football and ALKEME Insurance for Utah. The conference has also reached a multi-year deal with Monster to place logos on jerseys, fields, and courts, providing roughly $1 million to each member annually. Additionally, both Utah and the Big 12 office have engaged with private equity firms to explore new revenue streams and credit options for athletic operations.

• 12:36 AMYahoo Sports — How corporate sponsorships continue to affect the Big 12