LSU Partners with Woodside Energy in Landmark Jersey Patch Deal
BATON ROUGE - LSU Athletics is entering a new era, announcing Monday morning a groundbreaking partnership with Woodside Energy that will see the Australian-based energy company become the official jersey patch sponsor for all 21 LSU sports teams starting with the 2026-27 season.
This multi-year deal, brokered through LSU’s multimedia rights partner Playfly Sports, isn’t just another sponsorship-it’s a first-of-its-kind move that signals where college athletics is headed in the evolving landscape of NIL, branding, and commercial partnerships.
The visual centerpiece of the partnership will be a purple and gold Woodside Energy logo patch featured on both competition and practice jerseys across every LSU athletic program. From football to gymnastics, basketball to baseball, the patch will be a constant presence on the Tigers’ uniforms.
But the branding doesn’t stop there. Woodside Energy will also have a major presence throughout LSU’s athletic venues, with signage and marketing integrated across the school’s sports platforms.
“This partnership with Woodside Energy represents a transformational moment for LSU athletics and speaks to the trajectory of college sports,” said Clay Harris, LSU’s Deputy Director of Athletics. And he’s not wrong-this is more than a logo on a jersey. It’s a signal that college programs are leaning into commercial opportunities in ways we’ve never seen before.
The timing of the announcement is no coincidence. The NCAA recently approved a rule change allowing schools to sell commercial ad space on competition uniforms, opening the door for deals like this.
LSU had reportedly been ready to go with Woodside for some time, simply waiting for the green light from the NCAA to make it official. In fact, LSU football players were already sporting Woodside Energy patches on their practice jerseys last season, a subtle preview of what was to come.
For Woodside Energy, the move is strategic. The company is currently building a massive $17.5 billion liquefied natural gas facility in Sulphur, Louisiana. Aligning with LSU-arguably the state’s most powerful sports brand-gives Woodside a direct connection to the community and a high-visibility platform to promote its presence in the region.
From LSU’s perspective, this is about more than just revenue (though that’s certainly a key factor). It’s about staying ahead of the curve. As athletic departments across the country look for new ways to fund programs, facilities, and NIL efforts, partnerships like this one could become the norm rather than the exception.
Bottom line: this deal is a big swing, and LSU just connected.