Big changes are coming to college sports uniforms - and they’re not about throwback designs or alternate colorways. Starting August 1, NCAA Division I programs will be allowed to add up to two commercial sponsor patches to their uniforms, along with one additional logo on equipment (each maxing out at four square inches). It’s a move that mirrors what we’ve seen in pro leagues like the NHL in recent years, and it signals yet another shift in the ever-evolving landscape of college athletics.
But before fans start picturing bowl games or College Football Playoff matchups with corporate logos splashed across jerseys, there are some key boundaries. The NCAA’s new policy applies only to regular-season and non-NCAA championship competition.
That means no sponsor patches during bowl season, CFP games, or March Madness. Conference championships, however, are fair game for one extra logo.
This change is more than cosmetic - it’s about dollars and cents. In the post-House settlement era, where schools are increasingly expected to share revenue with student-athletes, this is another way for athletic departments to bring in money. And in a market like Phoenix, with a major university like Arizona State, the possibilities are both lucrative and - let’s be honest - kind of fun to imagine.
So let’s take a look at some local brands that could be a natural fit for ASU uniforms. Whether it’s about existing relationships, brand recognition, or just the sheer entertainment value of seeing certain logos on the field, here are a few Valley businesses that would make sense - or at least spark some conversation - as jersey sponsors for the Sun Devils.
Burrito Express: A Natural Fit
If there’s a frontrunner in this conversation, it might be Burrito Express. This family-owned local chain already has deep ties to ASU, with alumni roots and a history of NIL deals with Sun Devil athletes.
Over the years, players have signed autographs at store openings, and some have even landed their own menu items. The brand is beloved by students and locals alike, and its logo would feel right at home on an ASU football or basketball jersey.
For fans, it’s a win-win - support the team and maybe get a burrito craving in the process.
Rafi Law Group: The Billboard King of the Valley
Here’s where things get a little cheeky. Rafi Law Group is one of the most recognizable names in Phoenix, thanks to a relentless billboard campaign that’s become part of the Valley’s visual landscape.
Yes, Mr. Rafi is a graduate of that school down south, but business is business.
If he sees the value in putting his logo on ASU jerseys, it could be a clever way to expand his brand - and maybe stir up some rivalry banter in the process. For ASU, it’s a chance to cash in on a high-visibility sponsor with deep local roots.
Cold Beers & Cheeseburgers: The Skatteburger Connection
This local restaurant chain already has a foot in the door with ASU fans, thanks to a 2024 collaboration with former Sun Devil running back Cam Skattebo. The “Skatteburger” - featuring pico, roasted jalapeño, bacon, chipotle aioli, pepper jack, lettuce, and Tajín avocado - was a hit with fans and packed with ASU pride. The brand’s bottle cap logo would pop on a maroon or white jersey, and with locations all over the Valley, it’s a familiar name that fans could rally behind.
Cold Stone Creamery: A National Brand with Tempe Roots
Cold Stone may be a national chain now, but it all started in Tempe - and that hometown connection still carries weight. Former Arizona governor Doug Ducey once served as CEO, and the brand has the kind of reach and resources that could make a real impact on Sun Devil athletics. A Cold Stone patch on an ASU jersey wouldn’t just be a nod to local history - it’d be a strategic move that could drive traffic to stores and boost visibility on national broadcasts.
While the NCAA’s new uniform sponsorship policy is sure to spark debate among traditionalists, there’s no denying the financial upside. For schools like ASU, the opportunity to partner with local businesses - especially those with existing ties to the program - could be a game-changer.
And for fans, it adds a new layer of intrigue to the game-day experience. Who knows?
The next time you’re watching the Sun Devils take the field, you might find yourself craving a burrito, a burger, or a scoop of ice cream - all thanks to a four-inch patch on a jersey.