Penn State has added another corporate partner to its athletic department, but the new agreement is not the jersey patch deal that’s expected to come later.
The school announced a multi-year partnership with grocery chain GIANT, naming it the “official grocery partner” of Penn State sports. The deal also makes GIANT the first “cornerstone partner” of the renovated Beaver Stadium, with a named gate sponsorship, premium signage at the stadium and at Pegula Ice Arena, plus pregame football and basketball promotions.
Penn State said the agreement includes an NIL element as well. GIANT will use Nittany Lions athletes to “support local store openings and its extensive community programs across the region.”
The company will also become the presenting sponsor of Penn State Sports Camps and the Penn State Cub Club kids program. The partnership runs through 2032.
“We’re welcoming GIANT into the Penn State family at this transformative moment for our athletic department with the renovation of West Shore Home Field at Beaver Stadium,” Daniel Solomon, Vice President, Corporate Partnerships at Penn State Sports Enterprises, said in a statement. “Naming GIANT as our first cornerstone partner marks a significant milestone and we’re especially excited to introduce their presence within the stadium through our first gate entitlement, creating a bold, visible connection with Nittany Lion fans on game day.
"This partnership also represents the first of many new and innovative opportunities for brands to join us at West Shore Home Field at Beaver Stadium as we reimagine what’s possible for partners and fans alike.”
The GIANT deal fits into the broader financial push Penn State Athletic Director Pat Kraft has described as $1 billion in guaranteed athletics contracts. The biggest of those began July 1, when Penn State started its $300 million apparel and equipment agreement with adidas.
Still, this latest partnership is separate from the jersey patch conversation. Kraft said he is doing his “due diligence” on a patch deal that would put branding on Penn State uniforms for the first time, though he did not offer a timeline.
“We are exploring it all, " Kraft said at Big Ten Football Media Days. "We’re doing our due diligence on what the real value is.
Ovbiously I believe our jerseys are the most iconic in all of sport. But this is the new reality.
We have to find other avenues to generate more revenue, and this is a very, very valuable asset. But we have to move cautiously in that space.”
Penn State said select regional stores will sell official Penn State merchandise as part of the arrangement. The deal was put together by Penn State Sports Enterprises, which is part of multimedia rights holder PlayFly.
“Bringing together two iconic brands with deep roots in Pennsylvania creates a powerful connection grounded in shared values and a mutual commitment to our customers and fans,” John MacDonald, chief marketing officer for The GIANT Company, said in a statement. “Our longstanding relationship with Penn State reflects a natural alignment, from the communities we serve to the passion of our respective fanbases, and we’re proud to continue growing that partnership with Penn State Sports Enterprises in ways that strengthen both brands and deliver meaningful impact locally.”
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