What's Happening?
LSU athletics has officially announced a partnership with Woodside Energy, marking the company as the jersey patch sponsor for all 21 LSU sports teams starting in the 2026-27 season. This multi-year deal, facilitated by Playfly Sports, LSU's official multimedia rights holder, is described as a 'first-of-its-kind' by the university. The partnership will feature a purple and gold logo patch of Woodside Energy on both competition and practice jerseys. Additionally, Woodside Energy will have prominent signage at all athletic venues and various marketing assets across LSU sports channels. This deal was made possible following the NCAA's recent approval for universities to engage in commercial ad space partnerships on competition uniforms.
Why It's Important?
This partnership
represents a significant shift in college sports, highlighting a new revenue stream for athletic departments. By allowing commercial ad space on uniforms, the NCAA has opened doors for universities to secure financial support from corporate sponsors. For LSU, this deal with Woodside Energy not only provides financial benefits but also aligns the university with a major player in the energy sector. The partnership underscores the evolving landscape of college athletics, where financial sustainability is increasingly tied to corporate sponsorships. This move could set a precedent for other universities seeking similar partnerships, potentially reshaping the economic model of college sports.
What's Next?
As the partnership takes effect in the 2026-27 season, LSU will begin integrating Woodside Energy's branding into their sports uniforms and facilities. The university will likely focus on maximizing the visibility and impact of this sponsorship across its sports programs. Other universities may observe LSU's approach and consider similar partnerships, especially as the NCAA's rule change provides new opportunities for revenue generation. Stakeholders in college athletics, including other universities and potential sponsors, will be watching closely to assess the success and reception of this initiative.
