North Carolina’s uniforms may not stay logo-free for much longer, and if the Tar Heels decide to sell that space, the payoff could be enormous.
Beginning August 1, NCAA Division I programs can add up to two commercial logos to uniforms and apparel during the regular season, with each logo capped at four square inches. That opens a fresh revenue stream for athletic departments chasing money to support revenue sharing, NIL efforts and the rising cost of building competitive rosters.
Ohio State has already shown how big this market can get. The Buckeyes reached a jersey-patch deal with JPMorganChase that was reportedly worth about $17 million per year, with the Chase logo set to appear across all 36 of Ohio State’s varsity programs. Notre Dame then followed with a reported six-year agreement with SoFi worth between $18 million and $20 million annually.
That kind of money puts UNC squarely in the conversation. On Locked On Tar Heels, Josh Marlow of the Four Corners Podcast said new athletic director Steve Newmark would be missing the point if he didn’t at least explore the idea.
“He got hired to fundraise as much money as possible, so he could spend as much money as possible to field as many championship-caliber teams as possible,” Marlow said.
At North Carolina, the appeal goes beyond football and men’s basketball. The Tar Heels are a constant contender in women’s soccer, field hockey, lacrosse, baseball and other sports, so a patch deal could help support the full department while also helping build out the biggest rosters.
Newmark looks like the right person to handle that conversation. The Chapel Hill native officially took over as UNC’s athletic director on July 1 after a career in NASCAR that gave him plenty of experience with sponsorships, marketing, operations and contract work.
So the real debate isn’t whether UNC will eventually put a logo on its uniforms. It’s which company gets the nod beside the interlocking “NC.”
The most obvious place to start is with the banks. Truist and Bank of America are both based in Charlotte, have national reach and could easily chase a department-wide deal. Truist might even have the cleanest visual match if its logo were adapted into Carolina blue and white.
Lowe’s is another strong candidate. The Mooresville-based company carries North Carolina roots and national name recognition, and the “building” angle would fit nicely with the idea of constructing championship programs at UNC.
Pepsi brings a different kind of appeal. Founded in New Bern, it has a real North Carolina origin story and a global profile to match. Lenovo, with a major presence in the Triangle, could also fit if UNC wants to lean into a more tech-forward image, though its name already appears on a building in Raleigh, which may complicate that path.
There are other regional names that could make sense too: Blue Cross and Blue Shield of North Carolina, Food Lion, Harris Teeter, SAS, Labcorp, Krispy Kreme and even Bojangles. That last one may sound like a joke at first, but its Charlotte roots and Carolinas identity could make it a recognizable and popular partner.
UNC, though, shouldn’t feel pressured into a bargain deal just because the football or basketball results aren’t at the very top right now. The Tar Heels carry value that stretches beyond any one season.
This is a national, and arguably global, brand. The Carolina blue, the argyle and the basketball tradition are instantly recognizable, and the athletic department gets exposure all year long. With Ohio State and Notre Dame already setting the market, Newmark now has a useful benchmark to work from.
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