The Cougars embrace a new era of collegiate commerce, sporting tech giant Entrata’s logo to capitalize on record-breaking viewership and strengthen community ties across the Big 12.
The BYU Cougars football program announced a multi-year agreement with Utah-based technology company Entrata for the rights to a program-specific jersey patch sponsorship.
This is a first of its kind relationship with BYU Athletics, and the Entrata logo will appear on all football player game jerseys beginning with the 2026 season. Like other programs across the country, BYU has taken a bold step with a new commercial opportunity in college athletics. Expect this to become more normal practice with some teams finding unique ways for advertising.
“We are grateful for this new sponsorship with Entrata and excited to welcome them to the BYU Athletics family,” BYU athletic director Brian Santiago said in a statement. “Entrata brings great value to BYU Athletics. We are excited about this new relationship and anticipate a bright future.”
Entrata is a "global leader in property management software, serving millions of residents across thousands of apartment communities worldwide and is one of Utah’s biggest technology companies."
The company secured a $4.3 billion valuation after Blackstone provided a $200 million investment last year.
“Entrata is proud to be a Utah company,” Entrata CEO Adam Edmunds said. “Much of our team lives here, and we’ve always believed in investing where we are. This relationship lets us work alongside one of the premier programs in the country. We’re excited to be joining Cougar Nation and play our part in what’s ahead.”
Entrata will also collaborate with BYU Athletics on community initiatives. Both entities will be working for good public relations in the Beehive State. This also puts Entrata's brand front and center on the Big 12's list of TV partners, including ESPN, FOX and TNT throughout the season.
"BYU accomplished a new level of reach in 2025 with 37.7 million viewers tuning in for live BYU game broadcasts during the season to rank No. 16 nationally and No. 2 among all programs in the West," according to a statement. "The Cougars set back-to-back highs for bowl viewership the past two seasons and also set a new single-game viewership record in the modern era with 8.99 million viewers watching the Big 12 Championship game on ABC."
BYU football is project to be a contender in the Big 12 title race this season. After finishing with a 12-2 record in 2025, the Cougars look to take a step forward with a first-ever College Football Playoff berth.
“To us, this relationship extends beyond having our logo on a jersey," Entrata chief marketing officer Nico Dato said. “We are collaborating with BYU on community initiatives across Utah, creating opportunities for student-athletes to engage in service alongside our team. We’re looking forward to the impact we can create together."
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