Sponsorships are integral for future discipline development, and college teams need them even more than professional clubs. Younger athletes are just at the beginning of their careers and often lack funding. Luckily for them, many companies and individual investors are ready to support the potential rising stars. College sport is often underestimated, and in vain – many stars began their way from smaller teams to gain experience. Have a look at the loudest sponsorships of 2024!
The Need for College Sports Sponsorships
College sports educate athletes with the potential to become worldwide stars, but career development requires constant investments. Multiple global corporations engage in sponsorships to support young talents and increase their brand recognition. Payment providers and betting companies are among the most popular sponsors — as a rule, they operate globally and invest in other sectors’ further growth.
Renowned bookies that allow credit cards regularly collaborate with athletes, which is a win-win opportunity for both parties. Sports teams receive additional funding, while bookmakers get the chance to increase user engagement and show their social responsibility. For instance, the partnership between Michigan Colleges and Caesars Entertainment in 2023 was fruitful. Unfortunately, gambling sponsorships are banned in many regions in 2024, so sports clubs are forced to search for other investments. Let’s explore the most impressive deals this year.
Nike Sponsoring 17 College Sports Teams
Undeniably, it’s one of the most thrilling collaborations this year: the leading sports apparel company invested in seventeen NCAA College Football FBS. The athletes will wear brand clothes, which will appear on all streams and matches. At the same time, team members receive additional financing to boost their performance, which will be beneficial for both parties. While young footballers have a promising future in the industry, Nike can highlight its authenticity and the desire to invest in sports development.
Under Armour All-America Game
The renowned Nike competitor also actively engages in sponsorships, and this year, the company invested in the All-America Game to support young baseball players. Besides financing the event, Under Armour provides uniforms and footwear to highlight its commitment to football's evolution in the country and beyond its borders. The company has been sponsoring the event since 2008, and the collaboration is a huge success.
Gatorade Sponsoring High School Athletes
The provider of sports nutrition and beverages is widely common in the US, and its sponsorships are another reason people pay attention to the brand. The company heavily invests in different disciplines, including football, volleyball, basketball, softball, and baseball. The brand has initiated the Gatorade Player of the Year competition, allowing the best high school players to compete for the right to get this title and a grant for further development. The company rewards exceptional performance with its custom items and supports the further careers of young athletes.
University of Ohio, Sponsored by Buckeye Vodka
Although this partnership is pretty unusual for college sports, it promises a positive future for both industries. Ohio-made drinks will complement all football and basketball games with university students, and every visitor will be able to taste the spirit during the event. Buckeye Vodka is one of the leading companies in the region, and its sponsorship of Ohio State Athletics will bring it to a completely new level. At the same time, college students can get additional financial opportunities and boost their talents.
DICK’S Sporting Goods Extended Collaboration with The University of Tennessee Athletics
The sports apparel’s partnership with the Tennessee college began in 2021, and the two parties extended it in 2024. The company supports viewers’ engagement in local teams’ matches by promoting them on its networks and highlighting the need to develop football and basketball in the region. Athletes will wear branded uniforms during the following seasons, and fans have the chance to purchase the same items. Moreover, DICK’S Sporting Goods offers athletes to enjoy unique experiences in the enormous local store: simulators and climbing walls are accessible for free, so young talents can boost their skills.
The Future of College Sponsorships
Sponsoring young athletes is becoming a trend for renowned companies since they can boost customers’ excitement about their brand while supporting college students on their way to success. Numerous collaborations have been launched this year, with teams like Clemson men's basketball leading the charge, so we will see many names during the following seasons. Colleges need additional financing for future development, so their teams constantly search for new opportunities. We are confident that 2025 will bring even more loud sponsorships, allowing more young athletes, including those from Clemson men's basketball, to enjoy career opportunities.
The Final Word
Betting and non-GamStop gambling companies have long been valuable sponsors for sports teams, but the latest bans on their collaborations with colleges changed the game rules. Currently, younger athletes search for sponsors among sports apparel providers, beverage companies, and even platforms offering betting with credit card options. 2024 was fruitful for many universities, and we will see the result in the near future.
