It was only a matter of time. Jersey advertisement patches are now perfectly legal in the NCAA, starting in August, which means football will probably be the sport that sees it first.
The NBA originally opened this door in 2017, becoming the first major US sport to allow adverts on a jersey worn during an actual game. Since then, the question wasn't if it was coming to college sports, but when. Now that the "when" is here, the only question left for Kentucky basketball is simple: Who is going to be on the front of those uniforms alongside the Nike swoosh?
Big-time corporate sponsors could come calling
Now I get it, the purists are going to hate this.
It happened in England in the 80s when a lot of clubs nabbed sponsors for the front of their kits in the soccer leagues. They eventually allowed sleeve sponsors in 2017, and today, it is just common and accepted. So, people may hate seeing a corporate logo on the classic Kentucky blue, but it provides an added revenue stream. And in the era of NIL, revenue is the single biggest weapon you can possibly have in your arsenal.
Who fits the Kentucky brand?
Who could Kentucky get to be on their jersey?
Well, breweries are out. NCAA rules likely won't allow a bunch of college kids to advertise alcohol they aren't supposed to touch.
Then you look at the big local money. Louisville is ripe with massive businesses like Texas Roadhouse or Humana, but let's be honest, that feels more like a Louisville thing.
For Kentucky, the best fit, and the one that makes the most sense, is Toyota.
Why Toyota is the perfect partner for Kentucky basketball
This isn't just about slapping a car logo on a chest; it's about state identity. The Toyota Motor Manufacturing Kentucky plant in Georgetown is the largest Toyota vehicle manufacturing plant in the world.
We are talking about a facility that employs nearly 10,000 Kentuckians and has pumped billions into the local economy. If you live in central Kentucky, you know someone who works at the plant. It is woven into the fabric of the state just as much as basketball is.
We aren't endorsing one brand over another or showing favorites, just pointing out a natural partnership that could work in the community.
The Funding & Exposure
For Toyota, it makes perfect sense. They want to sell Camrys and RAV4s to the massive, loyal fanbase that watches Kentucky basketball. For Kentucky, partnering with a global brand that has a local heart avoids the "cheap" look of a smaller sponsor.
It’s a clean logo, a massive checkbook, and a company that actually builds things right here in the Bluegrass. If we have to have ads, let’s make it the one that keeps the lights on in Georgetown.
As for the size, it has to be under 4 inches, so it won't be super noticeable. For now, it can not be worn in any NCAA championship event like March Madness, the college football playoff, or any playoff in any sport. That may change.
Who do you want on the front of the jersey?