Ohio State laughing all the way to the bank following massive jersey patch sponsorship

Ohio State Buckeyes' jersey patch sponsorship blows other recent deals out of the water

Ohio State's deal flexes the athletics department's strength — particularly in football — while dwarfing similar agreements. Earlier this offseason, Big 12 Commissioner Brett Yormark signed off on a sponsorship for football and men's and women's basketball with Monster Energy that includes jersey patches worth $20M combined, with each conference member averaging $1M from the pact.

Ohio State's deal also dwarfs those for NBA mid- and smaller-market teams. The Charlotte Business Journal reported last year following a Charlotte Hornets patch deal that "teams in similar markets average $6.2 million for jersey ads," with SponsorUnited CEO Bob Lynch telling the CBJ those franchises' sponsorship deals range between $3.5M-$9M.

The Buckeyes capitalized on their immense brand recognition with the partnership while ceding to the realities of modern college sports.

 As CBS Sports' Chris Hummer wrote, "If even one of the richest brands in college football is willing to sell space on its jersey, then there's no sacred space."

Other programs, including Arkansas and Texas Tech, have entered stadium naming rights agreements this offseason, creating additional revenue streams that previously went untapped.

Ohio State's lucrative sponsorship won't be the last of its kind; the genie has long been out of the bottle. More arrangements will follow, but most will fall short of what the Buckeyes were able to land. That sets Ohio State apart, giving it a leg up over its peers.