The University of Wisconsin this week announced a multisport jersey patch sponsorship deal with a true Wisconsin classic: Culver’s.
According to the Milwaukee Journal Sentinel, the popular burger chain’s logo will appear on the Badgers’ football, men’s basketball and men’s hockey jerseys beginning in the 2026-27 academic year.
Culver’s has been a UW sponsor for 26 years, including as an on-court sponsor at the Kohl Center. The restaurant, which started in Wisconsin and has grown to the fifth-largest burger chain nationally, has appeared as a sponsor in several other athletics venues as well.
“Yes, the revenue piece is important,” Wisconsin deputy athletic director Mitchell Pinta said. “It was equally important to find the right partner who shared the same values with us and a partner that could help create incremental NIL opportunities for our student-athletes, a partner who could help engage the community and a partner who could help elevate the fan experience.”
Culver's and Wisconsin Athletics did not specify the length of the contract, nor whether the patch sponsorship could expand to other teams in the future. However, four of UW’s women’s teams have already announced a jersey patch sponsorship with UW Health.
The NCAA approved jersey patch sponsorships in January, and the Badgers now join several other powerhouse programs in taking advantage of the opportunity, including LSU, Arkansas and University of Nevada Las Vegas.
“I’ve been a huge Badger fan my whole life,” said co-founder Craig Culver. “I’m a Wisconsinite and very proud of Wisconsin. … Getting into business a long time ago and Culver’s 42 years ago, I never imagined that I would see the Culver name, the logo on a Badger uniform. Still yet today, I’m thinking, ‘Holy cow, how did we get here?’”
