Augustana University announced a five‑year partnership with MarketBeat, the Sioux Falls‑based financial‑news platform, to become the official jersey‑patch sponsor of the university’s Division I men’s hockey team. The deal, which takes effect for the 2026‑27 season, represents the first commercial patch arrangement in both South Dakota and the Central Collegiate Hockey Association (CCHA).
The agreement underscores a broader trend of local businesses investing in the university’s rapidly expanding hockey program, which burst onto the scene in 2023 and has already posted a 22‑11‑4 record with a CCHA semifinal appearance in its sophomore season.
Matt Paulson, MarketBeat’s founder and chief executive, said the sponsorship aligns with the company’s commitment to initiatives that strengthen the Sioux Falls community. “Supporting Augustana Hockey is an investment in the next generation of leaders and in the economic vitality of our region,” Paulson remarked.
Josh Morton, vice president for athletics at Augustana, praised the partnership as a tangible example of community leaders backing local sports programs. “This collaboration not only elevates our team’s visibility but also reinforces the university’s dedication to providing enriching experiences for our student‑athletes,” Morton said.
A New Era for Collegiate Hockey Sponsorship
The deal also marks a watershed moment for college hockey, as the 2026‑27 season will be the inaugural NCAA campaign to permit commercial patches on team jerseys. MarketBeat’s logo will appear on the Vikings’ uniforms and will be featured on the Founding Partner Wall at Midco Arena, the team’s home venue in Sioux Falls.
The Vikings are slated to open their schedule with an exhibition match against North Dakota on October 3, 2026, followed by a home series against Minnesota Duluth on October 9‑10. These early‑season contests will give fans a first look at the newly branded jerseys and the growing synergy between the university and its corporate partners.
Beyond the visual impact, the sponsorship is expected to generate tangible economic benefits for the region. By aligning with a program that has already attracted regional and national attention, MarketBeat joins a coalition of Founding Partners that includes a mix of local enterprises, regional firms, and national brands eager to associate with Augustana’s athletic success.
Looking Forward
As the Vikings prepare for their fourth season of competition, the partnership with MarketBeat adds a layer of stability and optimism to the program’s trajectory. With a solid foundation of community support and a growing fan base, Augustana Hockey is poised to continue its ascent both on and off the ice.