Oklahoma athletics director Roger Denny signals a patient approach to corporate sponsorships, prioritizing elite brand alignment over quick cash as the Sooners eye potential multimillion-dollar jersey deals
Oklahoma athletics director Roger Denny gave an update on the possibility of adding corporate jersey patches for Sooner teams.
He told News 9’s Toby Rowland that the university is looking into it, but they’re not rushing to make a decision just because other schools are doing it.
“It’s certainly something we’re looking into, but we’re being deliberate,” Denny told Rowland. “It has to be the right deal with the right partner.”
Denny is saying all of the right things here. He’s not the type to chase trends or jump on something just because it’s popular. He wants it to make sense for Oklahoma long-term, not just bring in quick money.
It’s a smart approach, especially for a blue-blood program like OU that should be able to command top dollar when the time is right.
Denny made it clear there’s no guarantee they’ll add patches this year or even next. They’re evaluating options, but they’re willing to wait for the right fit instead of settling. That patience could pay off big down the road.
For comparison, the Oklahoma City Thunder were the last NBA team to add jersey patches. The league approved the program back in 2016, but OKC didn’t announce their deal with Love’s Travel Stops until March 2019. They waited for the right partner, and it worked out. OU seems to be taking a similar patient approach.
As one of the biggest brands in college athletics, Oklahoma should be able to land a major national sponsor. Ohio State got a deal with JP Morgan Chase worth about $17 million a year. Notre Dame landed something in the $18-20 million range with SoFi. OU’s market rate should be right there in that $15-20 million neighborhood.
If they have to wait a year or two to get that kind of money, it’s probably worth it instead of rushing into a smaller deal.
This kind of sponsorship would likely price out most local Oklahoma companies. It’s probably going to take a big national brand to meet the number OU can command. That’s not a bad thing — it means the program is in a strong position.
Denny’s deliberate style fits the way he’s handled other big decisions since taking over as AD. He inherited the stadium renovation project and has been listening to fan feedback while trying to balance the books. The same measured thinking seems to be guiding the jersey patch conversation.
Adding patches would bring in significant new revenue at a time when expenses (especially roster costs) are rising fast. But Denny doesn’t want to do it just to do it. He wants the right partner that aligns with Oklahoma’s values and brand.
For fans, this is a wait-and-see situation. Some people love the idea of extra money coming into the program. Others worry about how it might change the look of the uniforms or feel too commercial. Denny seems to be weighing all of that.
The fact that they’re being deliberate is a good sign. Oklahoma has a strong brand and a passionate fanbase. When they do decide to move forward with patches, they should be able to land a solid deal that benefits the program without rushing into something that doesn’t fit.
It’ll be interesting to see how this develops over the next year or so. For now, Roger Denny is taking his time and looking for the right partner. That patience could end up being the smartest move in the long run.
