UNC Jersey Patch Could Deliver Major Revenue - But Which Company Fits the Tar Heels?

Corporate logos appearing on North Carolina uniforms may be difficult for some Tar Heel fans to accept, particularly when those uniforms feature Carolina blue, argyle and one of the most recognizable brands in college athletics.

In the rapidly evolving financial landscape of college sports, however, UNC cannot afford to dismiss the potential revenue.

Beginning August 1, NCAA Division I programs can place up to two additional commercial logos on uniforms and apparel during the regular season. Each logo can occupy a maximum of four square inches, opening another significant revenue stream for athletic departments searching for ways to fund revenue sharing, NIL initiatives and increasingly expensive rosters.

Ohio State demonstrated exactly how valuable that inventory can become by reaching a jersey-patch agreement with JPMorganChase reportedly worth approximately $17 million annually. The Chase logo will appear across all 36 Ohio State varsity programs. Notre Dame followed with a reported six-year agreement with SoFi valued between $18 million and $20 million per year.

Those agreements have effectively established the market for the most recognizable brands in college athletics. North Carolina should believe it belongs in that conversation.

During an appearance on Locked On Tar Heels, Josh Marlow of the Four Corners Podcast argued that new UNC athletic director Steve Newmark would not be doing his job if he failed to explore such an opportunity.

“He got hired to fundraise as much money as possible, so he could spend as much money as possible to field as many championship-caliber teams as possible,” Marlow said.

That is especially relevant at North Carolina, where the athletic department’s ambitions extend well beyond football and men’s basketball. UNC consistently competes for championships in women’s soccer, field hockey, lacrosse, baseball and numerous other sports. Revenue generated by a patch appearing across the department could help Carolina support those programs while also assembling competitive football and basketball rosters.

Newmark comes to UNC uniquely qualified to navigate the opportunity. The Chapel Hill native officially became UNC’s athletic director on July 1 after a successful career in NASCAR, bringing extensive experience in sponsorships, marketing, team operations and contract negotiations.

The question, therefore, may not be whether UNC eventually sells jersey-patch inventory. The more interesting question is which company could earn the right to appear beside the interlocking “NC.”

Financial institutions are an obvious starting point. Truist and Bank of America are both headquartered in Charlotte, possess national reach and have the resources to pursue a substantial all-sports agreement. Truist may provide the cleaner visual fit, particularly if its logo were converted into Carolina blue and white.

Lowe’s is another compelling possibility. Headquartered in Mooresville, the company has strong North Carolina roots and national recognition. It would also provide obvious marketing possibilities built around the idea of “building” championship programs at UNC.

Pepsi offers a different type of connection. The company was created in New Bern, giving it an authentic North Carolina origin story alongside its global profile. Lenovo, which has a major presence in the Triangle, could help position UNC as a technology-forward athletic department (although with Lenovo's name on a certain building in Raleigh, that connection may not be a possibility).

Other regional possibilities include Blue Cross and Blue Shield of North Carolina, Food Lion, Harris Teeter, SAS, Labcorp, Krispy Kreme and even Bojangles. The latter may initially sound like a humorous suggestion, but its Charlotte roots and strong association with the Carolinas could make it a popular and recognizable partner.

Whatever company emerges, UNC should not accept a discounted deal simply because the Tar Heels are not currently operating at the peak of their football or basketball powers. Carolina’s value extends beyond any single season.

UNC is a national—and arguably global—brand. Its colors and argyle are immediately identifiable, its basketball history is among the richest in the sport and its athletic programs receive substantial exposure throughout the year. Ohio State and Notre Dame have now provided Newmark with valuable negotiating leverage.

If another company wants its logo attached to Carolina blue and argyle, it should have to pay accordingly.