This season, the NCAA is allowing Division I schools to display up to two commercial sponsor patches on uniforms effective August 1.
A handful of programs have already announced deals with companies for the upcoming season. In many cases, schools have made these deals independently. Read more: Big 12’s Monster Energy partnership revenue low compared to other deals
However, such is not the case for WVU and many of its conference foes. The Big 12 Conference struck its own deal with Monster Energy that will see all 16 schools in the conference wear the company’s logo this coming season.
Related: WVU’s Monster moment
Since teams are allowed up to two patches, WVU could still potentially add another. The NCAA is even allowing a third patch to be added for teams that make conference championships.
These patches have sold for a lot of money. The revenue WVU will receive from Monster Energy can even be seen as pennies compared to what others receive.
This is the landscape for the economy of college athletics now. So, it will certainly be interesting to see how this new revenue stream develops in the coming months.
Deal landscape
Monster Energy’s deal with the Big 12 Conference overall is one of the most expensive deals made this offseason, as it will pay the conference roughly $20 million annually.
However, where the revenue lacks is the fact that each school will only make roughly $1 million annually for its participation in the deal.
The deal is a first of its kind as the Big 12 is the only conference that has made a conference-wide agreement.
Comparing revenue
According to Front Office Sports, Notre Dame just made its own deal with SoFi that will pay the school $18-20 million annually for six years. This is the largest known deal made so far across NCAA programs.
The deal benefits the institution and its athletes greatly. SoFi is setting up an annual fund for Notre Dame’s “4 for Forever” campaign that aids scholarships, financial education, career development and exclusive opportunities.
Ohio State also made a large deal with JPMorganChase. That one pays the program $17 million annually for Chase Bank to be the school’s official athletics sponsor. Ohio State plans to use the funds to create new NIL opportunities.
Other schools will also make eight figure numbers over the course of contracts lasting several years, such as Illinois 5-year, $30 million deal with Busey Bank and Michigan State’s 10-year, $40 million deal with MSU Federal Credit Union.
The full deal has not been disclosed publicly. However, reports suggest Arkansas is going to make $100 million from Tyson Foods through the duration of its deal.
Monster Energy might just be the biggest winner of the jersey patch deals. Sure, it is dishing out more money annually than a lot of companies, but it is receiving 16 times the value.
For $20 million annually, Monster Energy advertising will be present in 10 states. That, plus all the places the 16 schools travel to. Additionally, the jersey patch will be seen in up to 16 broadcasts a week during the non-conference portion of the season.
Related: Have love, will travel: WVU Football’s road schedule racks up the miles
That is value like no other for Monster Energy. However, it is probably some of the worst value for each Big 12 school in terms of individual revenue.
The deal with Monster Energy
As part of the deal, Monster Energy will be everywhere. The logo will appear on all Big 12 schools’ football and men’s and women’s basketball jerseys. The logo will also be displayed on all Big 12 basketball courts.
All Big 12 Conference regular season football and basketball games will be referred to as “Monster Energy Big 12 Football” and “Monster Energy Big 12 Basketball”
The NCAA also allows ad space from partnerships to be displayed on equipment and apparel, in addition to uniforms.
Schools are allowed two advertisements on uniforms during regular season play. BYU, Oklahoma State, and Kansas have already secured deals for their additional patch.
BYU’s deal is with property management company Entrata. Oklahoma State’s is with casino and hotel Osage Nation, and Kansas’ is with finance company Ripple. All values from these deals have not been publicly disclosed.
WVU Football will wear its Monster Energy patch for the first time against Coastal Carolina at Milan Puskar Stadium on September 5 at 12 p.m.
Related: 30 days, 30 legends: Nos. 10-6
Stay up to date with WV Sports Nation for more WVU Athletics coverage by downloading the WV Sports Nation app.
