Penn State football among most valuable programs for uniform ad revenue, study says

As colleges across the country look for innovative ways to produce revenue, could Penn State football break with tradition and make a notable change to its iconic uniforms? If the Nittany Lions did, it could be a cash cow for the school’s entire athletic department, one new study suggests.

Recently, the sports business consulting firm Elevate looked at the value college football and basketball programs could generate by placing ads like jersey patches on their uniforms.

Elevatve found that, on average, college football programs could generate $2.2 million from the addition of jersey patches, with the top schools creating up to $6 million in revenue.

According to the study, Penn State football would be among the highest-revenue-producing programs in the country with the addition of jersey patches.

The Nittany Lions were among the top 10 most valuable schools in college football per Elevate’s analysis, joining (in alphabetical order) Alabama, Auburn, Georgia, LSU, Michigan, Notre Dame, Ohio State, Tennessee, and Texas.

Penn State Football is in the Top 10 for valuation of new sponsored jersey patches, according to Elevate:

– $6 million for top CFB jersey patch
– $2.2 million for ave. CFB jersey patch pic.twitter.com/Fd9x4MPOoY

— Mike Poorman (@PSUPoorman) June 26, 2024

How likely is it for Penn State football to put patches on its uniforms?

Grace Carella // Basic Blues Nation, 2024.

Despite this new study, the NCAA still does not allow jersey patches. However, many believe a policy change is imminent following updated guidance from the organization last month that allows schools to place corporate logos on football fields starting this fall.

With all schools facing a payout following the recent House v. NCAA settlement and a massive renovation to Beaver Stadium underway, Penn State will need alternative revenue streams in the future.

“We’re open to anything and everything right now,” athletic director Pat Kraft recently told the Centre Daily Times regarding the possibility of placing sponsorships on the field at Beaver Stadium. “You can’t turn down anything. We’ve got this $22 million bill with the House settlement that we’re going to invest in. We have got to find all avenues to recoup money. And we’re also doing a renovation, so we’re going to be open to anything that comes.”

This first change will test the university’s ability to maximize revenue while preserving tradition. For Kraft and the athletic department, the discussion is not so much about whether or not to advertise. Instead, the question is what is the best way for Penn State to use this new model moving forward.

“You don’t just take a logo and put it on there,” Kraft continued. “You want to make sure it’s the appropriate partnership… You take it in, you try to do an assessment. Okay, what really is the value?… Personally, I think it’s extremely valuable. But somebody has to pay for it.”

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