In a move that could redefine the commercial landscape of college athletics, Louisiana State University (LSU) has reportedly signed a multimillion-dollar jersey patch sponsorship agreement with Australian energy company Woodside Energy — even though such deals are not yet permitted under current NCAA rules.
The agreement, confirmed by Clay Harris, LSU’s Deputy Athletics Director and Chief Revenue Officer, would see the Woodside logo appear on all LSU uniforms across every sport once regulatory approval is secured. “We have signed an agreement,” Harris told Front Office Sports, adding that the deal “was mapped out” to be implemented when NCAA policy allows it.
A First for College Sports — And a Challenge to NCAA Boundaries
Currently, the NCAA prohibits commercial logos on team uniforms, but a proposal from the Division I Administrative Committee could soon change that. If passed in January 2026, the rule would take effect on August 1, 2026, allowing one sponsor logo on team equipment and apparel — aligning college sports more closely with professional leagues like the NBA, MLB, and NHL.
Harris expressed strong confidence that the reform will be approved, explaining LSU’s decision to act early:
“The value of an LSU or another big brand in college sports, across all sports, could come close to what a pro sports team is getting.”
Reports suggest that LSU’s potential patch deal could rival professional sports valuations, where top-tier patch sponsorships range between $20–30 million per year, though most sit below $10 million annually.
Why Woodside Energy?
The partnership with Woodside Energy, one of Australia’s largest oil and gas firms, extends LSU’s growing commercial portfolio. The two entities already collaborate on sponsored practice shirts and even branding on mascot uniforms. LSU also holds an expanded agreement with Venture Global, which includes logo placement on the 25-yard lines at Tiger Stadium.
This deal continues LSU’s strategic push to position its athletics program as a commercial powerhouse within the collegiate ecosystem, balancing tradition with a modernized sponsorship approach.
LSU’s Broader Commercial Strategy
The Woodside Energy agreement follows a pattern of aggressive brand partnerships from LSU Athletics in recent years. In 2021, Caesars Entertainment became the university’s exclusive gaming and sportsbook partner in a multi-year, seven-figure deal — one of the first of its kind in college sports — before the arrangement ended in 2023.
Harris noted that LSU underwent an extensive internal valuation process to determine fair market value for its jersey patch:
“We started with pro sports and had a pretty good idea of what pro sports patches were going for. We wanted to make sure we got that right.”
The Bigger Picture: NCAA Modernization Accelerates
LSU’s proactive move reflects a broader shift in the NCAA’s governance and commercial philosophy. In recent months, proposals have circulated around athlete revenue sharing, transfer portal reform, and even allowing players to bet on professional sports — all signaling a more flexible and financially progressive NCAA ecosystem.
If the jersey patch rule passes in early 2026, LSU will likely stand at the forefront of college sports’ next major commercialization frontier — bridging the gap between collegiate tradition and professional sports economics.
365247 Insight:
LSU’s agreement with Woodside Energy is more than a sponsorship — it’s a statement of intent. As college athletics evolve toward a professionalized model of branding, NIL monetization, and corporate partnerships, LSU has positioned itself as a first mover in a billion-dollar transformation of how universities engage with brands.
Don’t Just Watch Sport, Understand It. Join the 365247 Newsletter for daily insights
