The University of Wisconsin‑Madison announced a multi‑year agreement that will see the iconic logo of Culver's emblazoned on the football, men's basketball and men's hockey jerseys beginning with the 2026‑27 season. The partnership also brings UW Health's branding to the women's basketball, volleyball, women's hockey and softball uniforms, creating a unified visual identity across the Badgers' athletic programs.
A new era of Badger branding
The deal is part of a broader strategy to diversify revenue streams for the university's athletic department. It follows the NCAA's Division I Cabinet decision in January to permit sponsorship patches on uniforms and equipment, allowing collegiate programs to emulate professional sports models.
University officials say the arrangement is designed to deepen ties with the local community while offering student‑athletes additional exposure and marketability. By aligning with recognizable Wisconsin brands, the Badgers hope to enhance the fan experience and generate new sources of funding.
A local partnership with statewide reach
Craig Culver, co‑founder of the fast‑growing burger chain, expressed pride that a home‑grown brand will represent the Badgers on the national stage, underscoring the company's commitment to Wisconsin.
Culver's operates more than 1,000 locations in 26 states and ranks among the nation's top burger chains, making the partnership a significant visibility boost for the brand. The sponsorship will take effect in time for the September 6 football game against Notre Dame at Lambeau Field, marking the first public showcase of the new jerseys.
University leaders are also exploring additional revenue avenues such as concerts and guided venue tours, aiming to replicate the model of professional sports franchises that have long leveraged gate sponsorships.