A New Era for Badgers Athletics
The University of Wisconsin announced that beginning with the 2026 athletic season, the Badgers' football, men's basketball and men's hockey teams will wear new jerseys featuring a distinctive patch from the Wisconsin‑based fast‑casual restaurant chain Culver's. The change marks the first time the brand will appear on the university's varsity apparel across three of its most visible programs.
Craig Culver, co‑founder of the beloved eatery, said he was proud to see his brand aligned with the university's student‑athletes, emphasizing the shared roots in the state. "We are excited to support the next generation of Badgers and to highlight the spirit of Wisconsin on a national stage," he remarked.
Culver's, known for its frozen custard, cheese curds and the iconic concrete mixer, has long been a cultural touchstone in Wisconsin. The partnership reflects the company's commitment to community engagement and its desire to celebrate the state's traditions through a collaboration that reaches beyond the restaurant floor.
The debut of the new football uniform is scheduled for September 6 at Lambeau Field, where the Badgers will host Notre Dame in a highly anticipated opening‑week matchup. The event will showcase the fresh design before a national television audience, blending the storied history of the venue with the modern branding initiative.
University of Wisconsin officials say the new apparel will incorporate design elements that pay homage to the state's natural landscapes and sporting heritage, while the Culver's patch serves as a visual reminder of the brand's deep connection to Wisconsin communities.