LSU is stepping into the 2026-27 college football season with a fresh face on the sideline and a bold new look on the field - and both moves are turning heads. With Lane Kiffin now at the helm in Baton Rouge, expectations are sky-high.
Kiffin brings his high-octane offensive mind and SEC experience to a program that’s hungry to return to national prominence. But it’s not just the coaching change that’s making headlines - LSU is also diving headfirst into a new era of college athletics branding.
On Monday, LSU announced a landmark partnership with Woodside Energy, becoming the first college athletics program to unveil a commercial jersey patch following the NCAA’s recent green light on the practice. Starting in the 2026-27 athletic year, Woodside Energy’s logo - redesigned in LSU’s iconic Purple and Gold - will appear on every Tigers team uniform across all sports.
This move marks a significant shift in the college sports landscape. Jersey sponsorships have long been a staple in European soccer and have gained traction in the NBA, but this is new territory for college athletics. LSU is planting its flag early, signaling its intent to lead in this space - not just follow.
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. “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.”
There’s no denying the timing here is strategic. With Name, Image, and Likeness (NIL) policies reshaping the recruiting and financial dynamics of college sports, partnerships like this can be a game-changer. The added revenue potential from branding deals can help fund NIL initiatives, giving programs like LSU more leverage in building and sustaining championship-level rosters.
And let’s be clear - in today’s college football arms race, every edge matters. When LSU takes the field for its season opener on September 5 against Clemson, it won’t just be about the debut of Kiffin’s Tigers. It’ll also be a visual reminder that LSU is embracing the future of college athletics - both on the scoreboard and in the business of the game.
This is just the beginning. As more programs look to capitalize on new revenue streams, LSU’s early move with Woodside Energy could serve as a blueprint. The Tigers aren’t just preparing for a big season - they’re helping shape what the next era of college sports looks like.