One of the most controversial things to happen in sports over the last five to seven years or so is the introduction of jersey ads.
Sure, they’ve been around in Europe and in the minor leagues forever, but now major league teams and even colleges are adding them.
But now and then, someone comes up with a perfect jersey ad, and that’s what the Wisconsin Badgers have done.
It seems borderline sacrilegious to throw a corporate sponsorship on the Badgers’ iconic cardinal red and white getups. Especially one that doesn’t share those colors.
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But they may have found a solution: Butter burger-flippin’, Concrete Mixer-slingin’ fast-food chain, Culver’s.
I feel like a significant portion of the Badgers fanbase was very angry when they heard they were slapping ads on their uniforms, but that subsided at least 20%, if not completely, when they saw it was Culver’s.
They love Culver’s there.
And I think this might be the answer to these jersey sponsorships. I don’t totally hate the way they look, because I think they become part of the uniform. Think about motorsports, where the sponsor is the paint scheme or livery.
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But I think you can convince even more of the haters if you bring in a sponsor that has some ties to the region, and that’s what Wisconsin has done.
More schools will be adding sponsors, so hopefully they will follow suit. Get a Texas school to partner with Buc-ee’s or a Philly-area school to throw a Wawa patch on their uniforms (of course, it doesn’t have to stay limited to regional convenience store chains, but there’s a lot of pride in those).
Is it still fun to see corporate logos slapped on iconic uniforms? No.
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But you’ve got to bring in that money somehow if you want to throw a competitive roster on the field.
And if that means slapping a burger chain’s logo on the shoulder, go for it.
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