INDUSTRY INSIGHTS
ANALYSIS & PERSPECTIVES ON SPORTS MEDIA, VIEWERSHIP, AND DATA-DRIVEN STRATEGY
Jersey Patches Aren’t Just a Power Conference Opportunity
12/05/2025
The Jersey Patch Opportunity Is Universal Across Division I
Since the NCAA approved sponsored uniform patches effective for the 2026–27 academic seasons, most of the conversation has understandably centered around the schools at the power conferences. Programs with national TV exposure, major apparel partnerships, strong attendance, and consistent national relevance will naturally command premium values.
However, our work at CSMG is underscoring that the jersey patch opportunity is not just exclusive to this group of high-majors.
The jersey patch opportunity is universal across Division I.
There is real value across Group of Six and mid-major institutions as well, if the asset is properly evaluated, positioned, and brought to market the right way.
Patch Value is About More Than Conference Affiliation
One of the biggest misconceptions we’re seeing through our process is schools assuming that the patch value starts and ends with its conference affiliation or national television inventory.
This is only part of the puzzle.
Patch value is driven by a combination of factors: national linear television exposure, streaming distribution, social and owned media amplification, home and road attendance, and local market visibility.
The Overlooked Value of Local and Regional Television
A key area that continues to be overlooked is the value of regional and local television distribution and the coverage generated from those outlets.
For many schools outside of the Power Conferences, local TV may actually be one of the biggest value drivers. If a program consistently appears on regional or local television, its repeated visibility can be a benefit to regional brands trying to grow their presence.
For a regional healthcare system, local bank, insurance provider, or automotive group, owning the share of a few markets regionally matters a lot more than reaching all 50 states.
This is where many Group of Six and mid-major programs can create real leverage.
Schools Must Understand Their Sponsorship Ecosystem
At the same time, schools also have to understand where they fit into their regional/local sponsorship ecosystem.
A school may have strong brand equity, loyal alumni, and quality exposure, but at a certain price point, brands are naturally going to compare their investment against other opportunities in that school’s market (i.e. professional sports, entertainment properties, etc.).
This doesn’t hurt the value of the college asset, it just reinforces the reality that jersey patch valuations can’t solely rely on exposure or comparisons to other schools.
The Marketplace is Growing More Competitive
The marketplace continues to be ripe but has the potential of becoming saturated. Over the next few years, more schools and conferences are going to bring their jersey patch inventory to market, and brands will have more options than they have today.
The schools that will have the most success are the ones that treat the patch as a part of a larger sponsorship platform, not just a logo on a jersey. While the patch creates visibility, the activation is what creates ROI.
WHERE CSMG COMES IN
That is why our process at CSMG starts with a bottom-up approach, which is then paired with a top-down market view.
Our goal is to not only tell a school what the patch could be worth, but to help them bring the asset to market at a price brands will actually buy.
Beyond valuation, we help institutions understand how to position the opportunity within their market, develop sponsorship packages around the patch, and build a multifaceted platform that brands are looking for.
What we are showing schools is that they can win in this new jersey patch era by understanding the market, how to position themselves, and how to build a multifaceted platform around the patch that brands are looking for