If you’ve been to a college football game recently, you might have noticed something… different. It’s starting to look a lot more like the pros. How? Corporate logos on the field. Yep, the game is literally being sponsored.
South Carolina just made headlines by signing the biggest deal in its history, plastering a machinery company’s logo right on the turf. And they’re not alone—Texas and other schools are hopping on the trend.
Why the sudden ad takeover? College sports are getting expensive. Universities are shelling out millions to pay players, upgrade stadiums, and cover budget shortfalls. The result? Higher ticket prices, new fees for fans, and even bigger asks from donors.
Even Michigan’s athletic director is sounding the alarm, warning of a $15 million shortfall and stressing that fan support is more critical than ever.
So next time you’re at a game, don’t just watch the players—keep an eye on the turf. Those logos aren’t just for decoration—they’re the new MVPs of college sports revenue.