DEPAUL ATHLETICS AND DESERT CACTUS LAUNCH BIG EAST’S FIRST JERSEY PATCH PARTNERSHIP
Desert Cactus to serve as official jersey patch sponsor of Blue Demons men’s basketball in multiyear partnership supported by Playfly Sports and CSMG
FOR IMMEDIATE RELEASE
Thursday, July 16, 2026
Courtney Day, DePaul Athletics Communications
Danaé Joumard, Playfly Sports Marketing and Communications
CHICAGO – DePaul Athletics officially announced a groundbreaking sponsorship partnership with Chicagoland-based Desert Cactus, which makes them the first jersey patch sponsor in the BIG EAST Conference. In the multiyear deal, Desert Cactus will be featured on all DePaul men’s basketball uniforms, debuting in the upcoming 2026-27 season.
In addition to its visibility on the men’s basketball jersey, Desert Cactus will work with DePaul as a testing ground for new product innovations across several key retail locations, which will then be scaled nationally. The partnership will allow Desert Cactus to pilot and feature officially licensed products at the DePaul University bookstores on the Lincoln Park and Loop campuses, as well as in-venue at Wintrust Arena, creating new opportunities to connect with students, alumni and fans through DePaul-branded merchandise.
The partnership was brokered by Playfly Sports on behalf of DePaul Athletics, and CSMG advised Desert Cactus on partnership strategy. “As we considered adding a sponsor patch to our jerseys, we knew the decision had to be thoughtful and rooted in shared values,” said DePaul Senior Vice President and Director of Athletics DeWayne Peevy. “Desert Cactus is a trusted partner through our merchandise and licensing relationship, and its story reflects so much of what defines us: Chicagoland roots, an entrepreneurial spirit and an underdog mentality. This is far more than a logo on a jersey. It is a year-round partnership built around product innovation, fan engagement and creating meaningful value for both organizations. We are proud to feature a hometown brand on the jerseys of Chicago’s Team.”
“Desert Cactus was built right here in the Chicago area, and it brings us immense pride to bring that hometown spirit onto the court with DePaul,” said Joe Stefani, Co-Founder and President of Desert Cactus. “For us, it’s about showing up for Blue Demons fans, students, and alumni in a real way. We will provide new ways for everyone connected with DePaul Men’s Basketball to access the products they love, and we couldn’t be prouder to do that with a Chicago institution.”
“We’re thrilled to begin this partnership, having been the first in the SEC, new Pac-12, and now BIG EAST to announce jersey patch partnerships with our university properties,” said Christy Hedgpeth, President of Playfly Sports Properties. “Our diversified sales infrastructure helps our teams unlock unprecedented commercial value and revenue streams in this new era of college athletics, bringing enhanced visibility both to DePaul and its sponsors.”
"Desert Cactus has built an impressive business helping fans connect with their favorite teams through innovative licensed products, and this partnership with DePaul is a milestone in its brand growth," said Ray Katz, President, Media and Business Intelligence for CSMG. "Being part of the BIG EAST's first jersey patch partnership speaks to the strength of Desert Cactus's brand and we're proud to have advised them on a deal that sets a new standard for what college sports partnerships should look like."
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ABOUT DEPAUL ATHLETICS
DePaul's 15 intercollegiate athletic teams compete in the NCAA Division I, BIG EAST Conference. DePaul University began sponsoring athletics teams in the early 1900's, with intercollegiate athletics coming to fruition in the 1920's. Legendary coach Ray Meyer helped put DePaul on the map in the 1970's as the men's basketball program helped elevate the university to national prominence. Through a bold new vision for the future, DePaul Athletics looks to become the premier program in the BIG EAST Conference through a focus on winning championships with integrity, building champion students through education and intentional development, and serving as a visible ambassador for DePaul University and the Chicago community. DePaul Athletics has a storied tradition and is uniquely positioned to support the university's mission and commitment to academic excellence, real-world experience, community engagement, and systemic change. Further, the department is steadfast in its commitment to grow the university's national exposure and enrollment.
ABOUT DESERT CACTUS
Founded in 2012 and headquartered in the Chicago area, Desert Cactus is a fast-growing ecommerce company specializing in officially licensed and custom merchandise. The company holds licensing partnerships with 650+ colleges and universities, the NBA, NHL, dozens of fraternities and sororities, and pop culture brands like Peppa Pig, Dungeons & Dragons, and The Transformers. From the beginning, Desert Cactus has been focused on quickly delivering high-quality products that fans crave. With its strong foundation, Desert Cactus has swiftly grown from a Chicagoland startup into one of the country’s fastest-growing licensed product retailers, delivering quality, affordable gear directly to fans, students and alumni nationwide. To learn more, visit desertcactuscorporate.com.
ABOUT PLAYFLY SPORTS
Playfly Sports, the sports industry’s leading revenue maximization company drives growth for its partners across the sports ecosystem – including 2,000+ brands, 100+ professional teams, 65+ college athletic departments, all U.S. local sports networks and associated streaming platforms, and other marquee properties. Its fan engagement platform allows its partners to reach and engage over 85% of all U.S sports fans. Playfly builds and implements custom strategies across media, sponsorship, premium experiences, ticketing and fan engagement offerings through proprietary data, innovative technology and compelling storytelling. Playfly operates an expansive portfolio of services with a data-driven and fan-focused approach to maximize revenue yield in key growth areas, such as media, sponsorship, ticketing, premium experiences and fan engagement offerings. Founded in September of 2020, Playfly Sports is now home to approximately 1,000 team members located across 43 U.S. states and internationally dedicated to maximizing the impact of highly passionate local sports fans. The company has been named a Best Place to Work in Sports by Sports Business Journal, Front Office Sports, and Newsweek. To learn more, follow Playfly Sports on social media platforms or visit www.Playfly.com
ABOUT CSMG
Collegiate Sports Management Group (CSMG) is an integrated sports, entertainment, and media company committed to advancing traditional sports and esports. The company has expertise in Media Rights, Analytics, Licensing, Sponsorship Sales, Brand Building, Original Content, and Event Production. We empower sports properties, brands, and video game publishers to succeed at the crossroads of tech, sports, entertainment, and video games. Through innovation, efficiency and execution, CSMG has created transformative opportunities, driving growth in traditional sports while unifying and elevating the scholastic esports ecosystem. To learn more, visit us at https://collegiatesmg.com/.