Culver’s Announced as Wisconsin’s First Jersey Patch Sponsor
A historic partnership brings "transformational resources" to Madison just in time for the Lambeau opener against Notre Dame.
If you were to ask a room of Wisconsin sports fans to brainstorm the most stereotypically “Sconnie” headline imaginable, it would look exactly like the news that just dropped.
Today, Wisconsin Athletics officially announced a groundbreaking sponsorship expansion with Culver’s, naming the legendary, Wisconsin-born restaurant brand as the first-ever jersey patch sponsor for Badger Football, Men’s Basketball, and Men’s Hockey.
While jersey patches can sometimes feel like a corporate encroachment on classic sports uniforms, it is safe to say that if anyone is allowed to put a logo on the motion ‘W’, it’s the purveyors of the Fresh Frozen Custard and the ButterBurger.
I don’t want to toot my own horn, but I called this almost a year ago when college football teams started doing this.
The Details: When and Where We’ll See It
The multi-year deal expands on a quarter-century-long relationship between UW and Culver’s (which already includes the court logo at the Kohl Center).
The blue Culver’s patch will make its official on-field debut on the Badger Football uniforms for one of the biggest games of the upcoming season: Sunday, September 6, against Notre Dame at Lambeau Field. Talk about a premier stage for a Wisconsin institution.
Beyond football, the patch will also permanently feature on the jerseys for Men’s Basketball and Men’s Hockey starting this winter.
Why This Matters: The Revenue Reality
In the modern era of college athletics, securing new revenue streams isn’t just a luxury—it’s a necessity to stay competitive in the Big Ten. The press release explicitly notes that this partnership will provide “transformational resources” aimed at supporting the competitive success of Wisconsin Athletics and creating meaningful opportunities for student-athletes.
As Deputy AD and Chief Revenue Officer, Mitchell Pinta noted in the announcement:
“There are few things more quintessentially Wisconsin than Culver’s. This partnership is a natural fit for our jersey sponsorship—it’s a beloved brand among Badgers and a longtime partner of Wisconsin Athletics. Beyond the sponsorship, Culver’s will play an active role in engaging and creating meaningful opportunities for our student-athletes.”
For co-founder Craig Culver, the expanded partnership is a natural continuation of what the brand has stood for over its 40-year history:
“We’ve always believed the best moments happen when friends and family come together over a meal at home, or in the restaurants, or in the stands cheering on their favorite team. From the field to the court to the ice, Culver’s is proud to stand beside these world-class student-athletes and to celebrate every moment right alongside the families and fans across Wisconsin who love them.”
The Bottom Line
Let’s call a spade a spade: corporate jersey patches are the future of college sports, and Wisconsin was bound to introduce them eventually. If Chris McIntosh and his team had to choose a partner to break the ice, they couldn’t have picked a better brand to minimize fan pushback.
It aligns two powerhouse Wisconsin brands, pumps vital resources into the athletic department for NIL and player development, and kicks off in Green Bay. It’s hard to argue with the business logic behind this one.
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