Ohio State just reset the market, and Alabama has been put on notice.
On Tuesday, the Buckeyes announced a jersey patch sponsorship deal with JPMorgan Chase that is reportedly worth as much as $17 million per year. Per industry sources cited by Pete Thamel, that figure is expected to make the deal an industry leader. The agreement covers all 36 Ohio State teams.
For Alabama athletic director Greg Byrne, that number matters. He has already explored jersey patch sponsorships, but the Crimson Tide have been careful about how they handle the value of their brand.
That caution makes sense. Alabama sits near the top of the college sports food chain, and Byrne has every reason to protect that status.
Still, the new Ohio State deal gives him a clear benchmark.
The reality is simple: Alabama needs the money, and this is one of the cleanest ways to bring it in. Jersey patch sponsorships have become part of the pro sports landscape, and they are easy to live with compared with something far more intrusive, like selling the naming rights to Bryant-Denny Stadium. For a fan base that would likely accept this kind of move with limited resistance, it’s the kind of revenue play that makes too much sense to ignore.
Byrne should also have no shortage of interested partners if Alabama decides to move forward. The smart play is to let another school set the market, then use that number as the floor.
Ohio State has done exactly that. Now Alabama knows what the going rate looks like, and it should not accept less than what the Buckeyes received.
If anything, the Crimson Tide should be pushing for more.
This is the biggest brand in college sports. It ought to be compensated like one.
Who signs the check matters less than the size of the check, though Byrne will still have to make sure the fit is right. Mercedes, Regions, or another company entirely - the name on the deal is secondary. The important part is getting it done, and getting it done soon.
There’s no reason Alabama can’t have this settled before the regular season kicks off in a little more than a month. That should be the deadline. Ohio State has already raised the bar, and now Byrne has a clear target to clear.
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