Roger Denny Gives Update On Jersey Patches for Oklahoma Sooners Football

Oklahoma is still open to putting a patch on its football jerseys, but athletics director Roger Denny made it clear the school is not going to rush into a deal just to say it has one.

Speaking recently about the department’s approach, Denny framed the decision as a matter of value, fit, and timing rather than a race to join the rest of the market.

“The difference in values from the folks that jumped early versus some of the ones that have jumped here pretty recently is significant,” Denny said.

“I think that's a supply and demand issue. There are only so many jerseys out there that carry as much value as an Oklahoma Sooners jersey. There are a heck of a lot more brands out there than the number of those jerseys, and so we're being really deliberate to make sure we get the appropriate value out of that deal.”

That is the core of the position. Oklahoma believes its brand sits in a smaller group of programs that can command top-tier money, and Denny does not want to undersell it just because other schools moved first. The early deals helped establish the market. The more recent ones, in his view, reflect a better understanding of what limited inventory like this should actually cost.He also drew a line on what kind of partner the school is willing to accept.

“I'm not going to use our jersey for nothing but an advertisement,” Denny said.

“It's got to be something that has impact beyond commercial advertisement. So we're going to continue to search for a partner that really fits us and a story that aligns with the story that we're telling about the Oklahoma Sooners.”

In other words, the patch cannot just be a logo slapped on the shoulder for a check. Denny wants a partner whose brand and messaging fit with how Oklahoma presents itself. That standard will slow the process down, but it is also how a school avoids looking desperate or careless with one of its most visible assets.

He closed the door on the idea of taking a lesser deal simply to have something in place.

“So until we find the right partner and the right value, we're not going to jump at a deal that doesn't fit our criteria.”

The practical outlook around the program has been that a patch is still possible, but unlikely to be ready for the season opener. A midseason addition remains in play, and some chatter has even included the idea of something being ready as early as the Michigan game.

Nothing is locked in, and Denny’s comments suggest the school is prepared to wait longer if the right combination of money and fit is not there.

The market around these deals has gotten serious quickly. Notre Dame’s agreement with SoFi is expected to bring in around $20 million annually over six years. Ohio State’s partnership with JPMorgan Chase is valued at roughly $17 million per year. The Big 12 even went the conference-wide route with Monster Energy at $20 million annually, covering football and basketball patches plus additional branding rights. Those numbers explain why Oklahoma is in no hurry to settle.

For a brand like the Sooners, the calculation is different from most schools. There are only so many jerseys that carry national weight every Saturday. Denny’s point about supply and demand is straightforward. If the inventory is limited and the demand from brands is high, the school should be able to wait for a number and a partner that match its profile. Taking less now would only establish a weaker baseline for the next negotiation.

There is also the longer-term piece. A patch deal is not just a one-year transaction. The best versions of these partnerships last and become part of the visual identity of the program. Signing with the wrong company for a slightly faster payday creates a different kind of cost if the relationship feels off or has to be unwound later. Denny’s emphasis on story and fit suggests the school is thinking about that side of it too.

None of this means Oklahoma will stay patch-free forever. The money is real, the market is established, and the department has already said it is open to the right deal. What it does mean is that the school is treating the jersey as a premium asset rather than inventory that needs to be moved quickly.

In a sport where every department is looking for new revenue streams, that kind of patience is noticeable.The next few months will show whether a partner emerges at the value Oklahoma wants.

If it does, the patch will show up when the agreement is ready. If it does not, Denny has already made the position clear.

The Sooners are willing to wait rather than take a deal that does not meet their standard.