Wisconsin Badgers Partner with Culver's

The Wisconsin Badgers have agreed to a jersey patch sponsorship deal with Culver's, a Wisconsin-based restaurant chain, for their football, men's basketball, and men's hockey teams.

This deal will take effect in time for the 2026-27 sports seasons, starting with the football game against Notre Dame on September 6, 2026.

What happened?

Culver's logo will appear on the Badgers' jerseys, in addition to their existing on-court logo at the Kohl Center.

Wisconsin deputy athletic director Mitchell Pinta stated that finding the right partner who shared the same values was important, in addition to the revenue generated by the deal.

Why it matters for Wisconsin Badgers

The partnership will help create incremental NIL opportunities for student-athletes and engage the community, according to Pinta.

Culver's co-founder Craig Culver expressed his pride in seeing the company's logo on Badgers jerseys, as a lifelong fan of the team.

What comes next?

The Badgers will wear the new jerseys with the Culver's logo starting in the 2026-27 season, with UW Health sponsoring the women's basketball, volleyball, women's hockey, and softball teams.

The NCAA's Division I Cabinet approved sponsorship patches for uniforms, equipment, and apparel in January, with a limit of two patches on uniforms and one on equipment.

And the partnership is expected to elevate the fan experience, with Culver's having over 1,000 franchise locations in 26 states.

But the length of the contract was not disclosed by Pinta.

So the Badgers will look to make the most of this new partnership, starting with their game against Notre Dame on September 6, 2026.

The deal is a significant one for the Badgers, with Culver's being a well-known brand in Wisconsin.

Culver's sales are strong, despite some challenges, with the company being the fifth-largest burger chain in the country by sales.

The partnership will also help the Badgers to engage with the community, with Culver's being a popular brand in the state.