Fresno State could score millions from this small piece of real estate — a jersey patch

The NCAA in January approved the use of commercial jersey patches on uniforms and apparel, and judging by deals put together by other schools to this point that could be a significant source of new athletics revenue for Fresno State as it transitions to the Pac-12 Conference.

Wyoming, a Mountain West Conference school, has landed a five-year deal worth $4.5 million with the energy infrastructure company Tallgrass to put its logo on football, basketball and women’s basketball jerseys.

UNLV, also in the Mountain West, was the first school to announce a jersey patch deal, before they were even approved by the NCAA. The Rebels signed a five-year, $11 million sponsorship agreement with Acesso Biologics, which will have its logo on football, basketball, baseball and women’s basketball jerseys starting this fall.

Financial terms of deals through third-party multimedia rights partners, including Learfield and Playfly, typically are not disclosed by schools, but most involving jersey patches are expected to run into the seven figures annually. CBS Sports reported earlier this year that valuations could run from $500,000 to as much as $12 million a year, depending on school and market.

That 4-inch square swatch of real estate on uniforms and apparel would be a nice boost for a Fresno State athletics department that will be working with a new multimedia rights partner starting July 1 in a revenue-sharing deal with Bulldog Sports Enterprises.

Athletics director Garrett Klassy has acknowledged generating new revenue as an imperative in attempting to close an operating revenue gap with much of the new Pac-12, including jersey patches and football field branding that was approved by the NCAA in 2024. The big ticket so far: Fresno State last summer hosted international superstar Shakira in the first concert at Valley Children’s Stadium, which was sold out. And, in passing up guaranteed revenue to go local and with a revenue-sharing multimedia rights deal with Bulldog Sports Enterprises, Klassy also had a message for businesses in Fresno and the San Joaquin Valley.

“This is your opportunity to get in, big or small,” he said, at the press conference announcing the multimedia rights deal. “The one thing that I will always say, with our move to the Pac-12, our visibility increases.… The exposure has never been greater. The stakes have never been higher, with us going to the Pac-12. If you own a business, and you don’t have an allegiance to Fresno State, I guarantee your customers do, because when 83% of our college graduates stay in this valley, they are buying products from your business.”

Fresno State trails many of its peers in the Pac-12 in athletics revenue, as it heads into the rebuilt conference on July 1. It reported $61.8 million in athletics operating revenue in 2025 on the revenue and expense report it filed with the NCAA, while Boise State reported $95.6 million, Washington State $83.5 million and Utah State $75.4 million. San Diego State reported $91.4 million in 2024, and Colorado State $73.5 million.

The jersey patches, similar to those worn in Major League Baseball, the NBA and NHL are limited to the four square inches. Schools starting Aug. 1 will be permitted up to two logos on uniforms and apparel and one on equipment during the preseason and regular season, and one additional commercial logo on uniforms and apparel for conference championships.

Fresno State through its revenue-sharing contract with Bulldog Sports Enterprises would receive 90% of net revenue generated from its marquee assets, including jersey patches.

Any new revenue will boost an athletics department that also will receive $5 million from a student fee increase that was approved by university president Saúl Jiménez-Sandoval in April 2025.

This story was originally published April 15, 2026 at 12:48 PM with the headline "Fresno State could score millions from this small piece of real estate — a jersey patch."