Badgers Announce Partnership with Culver’s and UW Health for Jersey Sponsorships
The Wisconsin Badgers have announced a partnership with Culver’s, a Wisconsin-based company, to feature their logo on the Badgers’ football, men’s basketball, and men’s hockey jerseys. The collaboration aims to generate revenue and create additional opportunities for student-athletes through NIL partnerships. Culver’s co-founder expressed pride in seeing their logo on the Badgers’ uniforms, highlighting the significance of the partnership for both parties.
The jersey patches featuring Culver’s logo will debut in the 2026-27 sports seasons, starting with the football game against Notre Dame at Lambeau Field. The length of the contract has not been disclosed, but the sponsorship extends Culver’s existing on-court logo presence at the Kohl Center. With over 1,000 franchise locations in 26 states, Culver’s is recognized as the fifth-largest burger chain in the country, contributing to its strong market presence and brand visibility.
In addition to the Culver’s partnership, UW Health has secured a jersey patch sponsorship for women’s basketball, volleyball, women’s hockey, and softball teams. The NCAA’s approval of sponsorship patches for uniforms and equipment has opened up new revenue opportunities for athletic departments, allowing for strategic partnerships with corporate sponsors. The Badgers are exploring various sponsorship avenues, including gate sponsorships and signage opportunities at their venues to enhance revenue streams.
As the athletic department faces escalating operating costs and financial demands for competitive sports programs, the focus on securing sponsorships and revenue-generating initiatives has become paramount. By leveraging partnerships with companies like Culver’s and UW Health, the Badgers aim to drive revenue growth while enhancing the overall fan experience and supporting student-athletes. The strategic approach to sponsorship and revenue diversification underscores the university’s commitment to sustainable financial practices and continued athletic success.