Tennessee basketball will have a jersey sponsor for the first time.
UT announced on Aug. 18 that Axle Logistics, a shipping and transportation company founded by a pair of Tennessee alumni, will sponsor patches on men's and women's basketball jerseys through the 2030-31 season.
“From the onset of our journey to find the right partner in this evolving landscape, it was essential that we align with an organization that not only leads its field, but also embodies innovation, integrity, and a commitment to community. We found all of that in Axle Logistics,” athletics director Danny White said in a school release. “Axle’s reputation for operational excellence and customer service has propelled them to the forefront of the logistics industry − not just
in Knoxville, but across the nation. Their investments in technology and their dedication to supporting both employees and the broader community make them an ideal collaborator for Tennessee Athletics.”
UT did not disclose financial terms in its news release. A source requesting anonymity told Knox News that the deal will pay UT more than $3 million per year.
Axle patches will be featured only on men's and women's basketball jerseys, leaving opportunities for UT to sell uniform sponsorships in other sports individually.
UT's deal with Axle was made in collaboration with the Vol Network and includes "substantial investment in student-athlete influencer marketing initiatives," and the partnership will offer UT athletes the chance to "build their personal brands ... and gain valuable hands-on experience in the realms of marketing and business development," according to the news release from Tennessee athletics.
“Great athletic programs and great organizations are built on the same foundation: talent, teamwork, preparation, and a relentless pursuit of excellence,” Axle co-founders Jon Clay and Drew Johnson said. “That's why this first-of-its-kind partnership with the University of Tennessee is so meaningful to Axle. By connecting with a program that develops leaders on and off the court, we're creating opportunities to support student-athletes, strengthen our workforce pipeline, and invest in the next generation of high performers who understand what it takes to succeed.”
Both teams will debut their new jersey patches in exhibition games at Food City Center - the men on Oct. 15 against Xavier and the women on Oct. 27 against Florida A&M.
What Tennessee coaches Rick Barnes, Kim Caldwell said about Axle Logistics jersey patches
"As a company based in Knoxville and founded by Tennessee alums, Axle Logistics is the perfect brand for us to align with. We are pleased to partner with a group that truly understands what it means to be a Volunteer," Tennessee men's coach Rick Barnes said. "There is no doubt this agreement will greatly benefit our basketball program. We appreciate Danny White and the Vol Network finding us such a tremendous partner in this ever-changing era of college athletics."
“We are grateful to Axle Logistics for its incredible commitment to Tennessee basketball and for the impact this partnership will have on current and future Lady Vols," Tennessee women's coach Kim Caldwell said. "I’m also thankful for the vision of Danny White and the Vol Network in uniting us with an innovative, locally-based company built by UT alums who operate with the same core principles we do. We couldn’t be more thrilled to be teammates with Axle."
The NCAA Division I cabinet approved updated rules in January that allowed for sponsorship patches on jerseys, equipment and apparel. The costs for building competitive rosters through revenue sharing and NIL payments are increasing annually and selling jersey sponsorships is another way athletic departments can generate new revenue.
Notre Dame and Ohio State, two of the sport's biggest brands, partnered with major banks − SoFi for the Fighting Irish and JP Morgan Chase for the Buckeyes − in deals reportedly worth anywhere from $17 to $20 million annually, according to reports from ESPN. Those deals apply to every sport in Notre Dame and Ohio State's athletic department.
Typically, local businesses, regionally-specific chains and local organizations are a popular choice for college sports programs that opt to add jersey patches.
Memphis-based FedEx will have their logo on Memphis Tigers jerseys, Vanderbilt will don the SRM Concrete logo on football uniforms and Midwestern fast food chain Culvers will have its logo affixed to the shoulders of Wisconsin players.
Meanwhile, Oklahoma State and Washington State partnered with nearby Native American tribes for their jersey sponsors.
Stephen Thompson covers Tennessee Volunteers men's basketball. Email him at stephen.thompson@knoxnews.com and follow him on X @stephenethom.
This article originally appeared on Knoxville News Sentinel: Tennessee basketball adds jersey sponsor from Knoxville business
