In the era of name, image, and likeness (NIL), money has become a significant aspect of college sports, extending to coveted jersey space, with two universities already showcasing casino sponsorships.
In January, the NCAA DI Cabinet approved a proposal to allow Division I sports programs to place commercial logos or patches on uniforms, equipment, and apparel for non-NCAA championship games.
Effective Aug. 1, all DI teams during their regular season are permitted up to three commercial logos, with patches limited to a maximum of four square inches. The NCAA Uniform Patch Policy allows college athletics programs to accept sponsorships from casinos, sportsbooks, and gaming-related entities.
While dozens of college football programs will don advertisements on their jerseys this season, only two have been willing to have players help promote the casino industry.
Casino Football Jerseys
This week, Florida International University (FIU) became only the second DI college to announce a jersey sponsorship with a casino. The Panthers, which compete in the NCAA DI Football Bowl Subdivision in the Conference USA (CUSA), will wear a patch promoting the Miccosukee Casino & Resort.
This partnership is about much more than placing a logo on a jersey. It is about aligning with a community whose history, values, and impact are woven into the fabric of South Florida,” said FIU Athletic Director Scott Carr.
FIU’s main campus is in Westchester, roughly 11 miles west of downtown Miami along the Tamiami Trail. The 342-acre campus, home to Pitbull Stadium where the FIU Panthers play, is just seven miles from the Miccosukee Casino & Resort.
The tribal casino is owned and operated by the Miccosukee Tribe, the only other federally recognized tribe in Florida aside from the Seminoles. The Miccosukee hasn’t entered into a Class III gaming compact with the state, opting to keep all of its gaming proceeds from Class II electronic bingo slot-like machines. The Miccosukee cannot operate traditional slots, house-banked table games, or sports betting.
“Through FIU Athletics, we are proud to help amplify their story and Miccosukee Casino & Resort, which, importantly in today’s collegiate landscape, does not offer sports betting,” Carr said. “Together, we will celebrate our shared community while creating meaningful opportunities that benefit both organizations for years to come.”
Terms of the arrangement were not publicly disclosed. The sponsorship extends to men’s and women’s basketball and baseball jerseys.
Tribal Casino Partnerships
FIU’s casino sponsorship follows New Mexico State signing a jersey patch deal with the Inn of the Mountain Gods Resort & Casino. The Aggies announced the marketing play in July.
While the Inn of the Mountain Gods is also a tribal casino, unlike Miccosukee, the property does offer sports betting. Caesars Sportsbook handles in-person bets at the tribal casino that’s owned by the Mescalero Apache Tribe.
While prominent college sports programs are commanding many millions for jersey patches, with Ohio State reportedly receiving $15 million a year from JPMorgan, the Mescalero Apache Tribe is paying New Mexico State $350,000 per year through the 2028-29 season. The deal includes men’s and women’s basketball, volleyball, baseball, and softball.