Is $20 Million Enough to Abandon Your Morals? Notre Dame Jersey Patch Reaction
- Alex Madsen
- 2 hours ago
- 3 min read
On July 28th, Notre Dame Athletics struck a jersey patch deal with finance company SoFi Technologies. The multiyear partnership, rumored to be in the neighborhood of $18 million-$20 million, will be the most valuable patch deal in college sports, according to ESPN.
Photo via Notre Dame Athletics
Unsurprisingly, the shocking announcement upset many Irish fans, including myself. Many didn’t expect the tradition-rich Notre Dame program to cheapen its immortal brand with sponsorships. One of the most defining features of Notre Dame Stadium is the absence of sponsorships, which I would have expected to also include the legendary blue and gold threads the student-athletes don. Several fanatics expressed strongly worded testaments alluding to the sponsorship:
“It's short for SoFightingIrishAreForSale” - Cover3shell via Reddit
“Notre Dame putting SoFi on the jersey is like seeing Michelangelo sign the Sistine Chapel with Brought to you by TurboTax.” - Jimmygards via X
While some expressed a rather harsh outlook, other fans expressed a more mundane outlook over the situation, with several expressing how the jersey patch sponsorship revenue is necessary to compete in today's day and age.
“I'm not a big fan of all these patches and stuff to college football, but these are the current times we are living in, and if it helps us open the NIL budget a bit more, I am okay with it.” - Skadoodle32 via X
“The size of a sponsorship isn’t a participation trophy—it’s a reflection of brand value. Notre Dame understands that, and so does SoFi. That’s why Notre Dame is one of the top finance schools in the country.” - DerbySuperfecta via X
“This is what is meant when they say ND is a conference unto itself. I hate jersey patches on principle, but if it's gonna be done, don't sell the real estate cheap.” - Lesslikely via Reddit
I understand that Notre Dame must adapt to truly fit in today's NIL landscape of college sports. However, I am not naive enough to think this new advertisement string will stop at jerseys. It is scary, as a fan, to even consider seeing advertisements plastered across 'The House Rockne Built.'
I understand that $18-$20 million is plenty of money. However, is it enough to abandon our morals and principles? The exclusive and protective nature of the brand is the reason why Notre Dame is one of the most valuable programs in all of college football. Perhaps we should take notes from former athletics directors such as Father Joyce C.S.C and Jack Swarbrick by keeping the brand exclusive. The most storied programs in college football are not a sign off the interstate. We are not an advertisement. We are a living, breathing, thriving continuation of what Rockne, Leahy, Paraseghian, Holtz, and Freeman built, along with driven student-athletes. Never cheapen the program.
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