LSU is heading into the 2026-27 college football season under a bright national spotlight-and for good reason. With Lane Kiffin now at the helm in Baton Rouge, expectations are sky-high. The Tigers are primed to be one of the most-watched teams in the country, and LSU isn’t just embracing the attention-they’re capitalizing on it.
On Monday, LSU Athletics announced a landmark partnership with Woodside Energy, making them the first college athletics program to unveil a commercial jersey patch deal under the NCAA’s newly approved policy. Starting in the 2026-27 academic year, every LSU team-across every sport-will sport a specially designed Woodside Energy logo in the school’s signature purple and gold on their uniforms and apparel.
That’s right-football, basketball, baseball, gymnastics, you name it. Every LSU athlete will be repping the new patch, beginning this fall.
This move marks a significant moment in the evolution of collegiate athletics. While jersey sponsorships have long been a staple in European soccer and have found a strong foothold in the NBA, this is uncharted territory for college sports. LSU is the first to make the leap, but it’s safe to say they won’t be the last.
LSU athletic director and vice president Verge Ausberry called the partnership “a monumental step forward” for the university’s athletic department and its student-athletes. In a statement, he emphasized the school’s commitment to staying ahead of the curve in a rapidly changing collegiate landscape.
“LSU continues to set the standard and remains at the forefront of this new era of collegiate athletics,” Ausberry said. “We are excited to align athletic excellence with community impact through this historic collaboration.”
Beyond the aesthetics of the patch itself, there’s a deeper play here. With Name, Image, and Likeness (NIL) still reshaping the foundation of college athletics, these types of partnerships offer schools a crucial edge. By bringing in corporate dollars, programs like LSU can better support their athletes and invest in building championship-caliber teams across the board.
And with Kiffin now steering the ship, that investment could pay off quickly. LSU’s season opener against Clemson on September 5 will be the first time fans see the Tigers take the field with the Woodside Energy patch stitched into their jerseys-a visible symbol of a new era for both the program and college sports at large.
The Tigers are embracing change, blending tradition with innovation. And as the rest of the college football world watches closely, LSU is making it clear: they’re not just playing to win-they’re playing to lead.