RESOLVING THE LEDGER
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See the full story · 2 sourcesThe college football season is quickly approaching, and teams are finding new ways to generate NIL revenue. Even the powerhouse favorites, like Ohio State, for the College Football Playoff are getting a piece of the pie.
Reports indicate that the Ohio State Buckeyes have struck a massive partnership with JPMorganChase. Similar to Oklahoma State’s deal with a local business , Ohio State’s agreement includes a sponsor patch that will appear on the athletic uniforms of all its teams.
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Pete Thamel of ESPN broke the news of the deal, which is reportedly worth nearly $17 million annually, on Tuesday morning.
Dec 31, 2025; Arlington, TX, USA; Ohio State Buckeyes quarterback Julian Sayin (10) sets the play during the 2025 Cotton Bowl and quarterfinal game of the College Football Playoff at AT&T Stadium. Mandatory Credit: Jerome Miron-Imagn Images “Ohio Stare is entering a new corporate partnership with JPMorganChase that includes jersey patches for all 36 OSU teams. Per industry sources, this is expected to yield OSU nearly $17 million per year, an eye-popping number that’s expected to be an industry leader.” Thamel wrote on X.
Bigger deal than NBA, Big 12?
The agreement is significant not only because it sets another precedent in college athletics. It is also because of its financial value. Sports business journalist Joe Pompliano offered additional perspective on just how substantial the deal is within the broader sports landscape.
“$17 million per year is more money than pretty much every NBA jersey patch deal outside of Los Angeles, New York, Golden State, etc. This deal covers all 36 OSU teams, but almost all of the value will come from football.” Pompliano wrote on X .
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Recently, the Big 12 also struck a $20 million deal with Monster Energy but that deal was conference wide. It will only generate roughly $1 million per school in revenue. That’s a considerable $16 million gap, to say the least.
Ohio State Buckeyes cornerback Lorenzo Styles Jr. (3) celebrates after breaking up a pass to Indiana Hoosiers wide receiver Omar Cooper Jr. (3) on Saturday, Dec. 6, 2025, during the Big Ten football championship at Lucas Oil Stadium in Indianapolis. The NIL funding arms race appears to be accelerating toward deals like this. It is becoming increasingly likely that every Power Four program will eventually feature sponsorship patches on its athletic uniforms. Oklahoma State helped establish the model, and Ohio State has now raised the bar.
With the season just weeks away, more deals could be on the horizon across college football. Additional Big Ten, SEC, and ACC programs may soon look to capitalize by selling sponsorship space on their athletic uniforms.
After this agreement, two things are clear: NIL fundraising has entered a new era, and football remains the king of American sports.
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