North Dakota State University announced a partnership with Gate City Bank that will see the bank’s logo appear on the front of Bison athletes’ jerseys. The patches, measuring four inches by four inches, are designed in the university’s green and gold, blending seamlessly with the existing uniform aesthetic while remaining unobtrusive.
A Strategic Move in a Changing Landscape
Athletic director Matt Larsen explained that the agreement is part of a broader effort to keep NDSU competitive on the national stage, especially as the program transitions to the Football Bowl Subdivision. He emphasized that the deal is necessary for the university to remain competitive at a national level despite initial resistance from traditionalist fans.
Larsen noted that student‑athletes across the country are wary of becoming walking advertisements, recalling how NASCAR drivers are saturated with branding, and he wants any partnership to remain modest and purposeful.
Initial resistance from traditionalist fans gave way to a growing acceptance among donors and community members who recognize the financial pressures of moving up a division.
The deal is one of many similar arrangements emerging in college sports, with institutions such as UNLV securing multi‑million‑dollar agreements with companies like Acesso Biologics, underscoring the increasing commercialization of athletic programs.
While the exact allocation of the new revenue has not been disclosed, Larsen indicated that the funds will help offset rising costs associated with FBS competition, including coaching salaries, expanded staff and travel expenses.
Uniform regulations currently limit each team to two patch placements during the regular season, though league officials say the policy could evolve as the model matures.