Wisconsin Athletics has recently announced a significant partnership with Culver's, a beloved Wisconsin-based restaurant chain. This deal marks a pivotal moment in the school's athletic history, as it becomes the first jersey patch sponsor for Badger football, men's basketball, and men's hockey. The agreement not only deepens a long-standing relationship but also opens up new NIL opportunities for Wisconsin student-athletes, providing substantial resources for the future of Badger Athletics.
The Culver's logo will make its on-field debut during the 2026 season, when Wisconsin takes on Notre Dame at Lambeau Field. This partnership is seen as a natural fit, given Culver's status as a quintessential Wisconsin brand and its longstanding support for the university and the state. The deal extends beyond uniform branding, with Culver's playing an active role in engaging student-athletes and creating meaningful opportunities for them.
In a statement, Mitchell Pinta, Deputy Athletic Director and Chief Revenue Officer, emphasized the significance of this partnership: "There are few things more quintessentially Wisconsin than Culver's. This partnership is a natural fit for our jersey sponsorship, as Culver's is 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."
The expanded agreement includes Culver's presence inside the Kohl Center as the on-court logo partner, further integrating the brand into the athletic program. Additionally, Culver's will collaborate with student-athletes through NIL opportunities and produce original content to strengthen engagement with the Badgers' fan base. This multi-faceted approach is a testament to the depth of the partnership.
Craig Culver, co-founder of Culver's, expressed his enthusiasm for the collaboration, highlighting the company's longstanding ties to the university and the state: "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."
This partnership is facilitated by Learfield's Badger Sports Properties, the university's exclusive multimedia rights holder. Scott Silvestri, Vice President and General Manager, noted the shared commitment of the Badgers and Culver's to serving the communities and people of Wisconsin, emphasizing the mutual benefits of the expanded partnership.
As NIL opportunities continue to shape college athletics, jersey patch sponsorships have become increasingly common. Wisconsin's deal with Culver's is a prime example of how these partnerships can extend beyond game day, providing significant benefits for student-athletes and the athletic program as a whole. This collaboration is a testament to the evolving landscape of college sports and the importance of corporate support in sustaining athletic excellence.
