NAIA program Grace College first to land uniform sponsorship deal
Financial uncertainties in college athletics aren’t just reserved for Power Four teams and top NCAA programs. NAIA schools – which operate on “manageable budgets” and spend on average $7,300 per student-athlete – are also feeling the budget crunch.
That’s why it’s worth taking note of Grace College’s uniform sponsorship agreement with biomed company Zimmer Biomet. For the next three years, a Zimmer Biomet logo patch will be featured on all of Grace College’s athletic uniforms. This includes all of Grace’s home, away and alternate uniforms.
According to NAIA sources, Wednesday’s announcement marks the first publicly announced uniform sponsorship deal for any college in the United States. The NAIA, which was also the first athletic organization to pass NIL legislation in 2020, voted in April to allow sponsor logos on uniforms during competitions.
The NAIA is made up of 250 small colleges and universities across the country. The full financial terms of the agreement were not disclosed but a source told On3 it was safe to call the partnership “historic for an NAIA school.”
“We are thrilled and grateful to announce this partnership between Grace and Zimmer Biomet,” Grace College president Dr. Drew Flamm said in a release. “As far as we know this marks the first uniform sponsorship deal for any college in the United States. Zimmer Biomet has been an innovative and inspiring organization in our community. And we are thankful they have chosen to invest in our student-athlete experience.”
Local company steps up to support NAIA program
Much like the recently announced Tennessee sponsorship deal with Pilot, the Grace and Zimmer Biomet agreement features a business giant stepping up to support a local athletic department.
Grace College is located in Winona Lake, Indiana, less than 10 minutes from Zimmer Biomet’s headquarters in Warsaw. Zimmer Biomet generated over $7.3 billion last year and has been consistently recognized as a Fortune 500 company.
“This partnership just makes sense for us,” Zimmer Biomet’s president Jim Lancaster said. “We want to support our community. We know some of our best team members historically have been former Grace College athletes. And we hope many more of these excellent student-athletes stay and make a difference in our community.”
Grace College has 19 varsity sports, and the Lancers have won 18 national titles since 2019. In 2023, Grace earned a top-25 finish in the NAIA Learfield Directors’ Cup, which measures a team’s success across all sports. The Lancers were 31st in the 2024 final standings. Additionally, the Lancers women’s basketball program won the 2024 NCCAA national championship.
“We are grateful for our partnership in the community with Zimmer Biomet,” Grace athletic director Chad Briscoe said. “The innovative thinking by the NAIA continues to allow member institutions to create new revenue streams that will enhance the student-athlete experience. Zimmer Biomet has always been a great partner in our community, and they have been very supportive of Grace College. We look forward to growing this athletic partnership for years to come at Grace.”
Are Jersey patches coming to NCAA?
The NCAA only just permitted on-field sponsorships, however, the expectation is jersey patches are not far off from being approved in the next couple of seasons. The patches are a more lucrative property than on-field sponsorships, sources told On3.
The Premier League, MLB, NBA and NHL all use jersey patches, while the NFL has held out. A 2023 report from Turnstile estimated NFL franchises could earn $21.1 million annually from jersey patches.
Additionally, Elevate’s Insight Division reports the top patch valuation for college football would be $6 million. The consulting firm also indicates top college basketball teams could generate $2 million from a jersey patch.