Wisconsin’s Cheesy New Sponsorship Deal Creams The Competition
Article excerpt
Admittedly in this space we’ve been pretty harsh about the creeping commercialism of college football. We get it, somebody has to pay those NIL deals, and the palatial stadiums don’t build themselves. But still it often feels like conference and school officials have uniformly undergone a very precise lobotomy that removed the part of their […]
Culver's customers leave one of the chain's restaurants on Oct. 12, 2021 in the 4800 block of SW College Road in Ocala, Florida. | Doug Engle/Ocala Star-Banner / USA TODAY NETWORK via Imagn Images
Admittedly in this space we’ve been pretty harsh about the creeping commercialism of college football.
We get it, somebody has to pay those NIL deals, and the palatial stadiums don’t build themselves. But still it often feels like conference and school officials have uniformly undergone a very precise lobotomy that removed the part of their brains that says “I like money and all, but that just seems a little crass even to me.”
However, in the interest of equal time and fairness, I want to recognize a major college athletic department for doing something right. Ladies and gentlemen, I bring you Wisconsin Badger football, sponsored by Culver’s delicious creamy custards.
A match made in Wisconsin. @culvers is the official jersey patch sponsor of @badgerfootball, @badgermbb and @badgermhockey.
Learn more: https://t.co/Lq33lQlYGNpic.twitter.com/3LNomYZ3NS
, Wisconsin Badgers (@UWBadgers) June 30, 2026
Of all the things a college football team can do to raise some cash, a tasteful (tasty?) uniform patch seems like the least of all available evils. Plus Culver’s, with their famous fried cheese curds and butter burgers are about as Wisconsin as you can get. If you’re going to sell out, sell out to your own home folks. If the Georgia Bulldogs came out sporting patches advertising Pepsi cola, I might riot. I wouldn’t start the riot, but I would almost certainly take an enthusiastic part in it.
Conversely, if the Red and Black were to take some green in exchange for a small patch advertising Coca Cola Classic, a Peach State institution on par with Ty Cobb, boiled peanuts, and the Yatesville Chitlin Hoedown, I would say not word in protest. Bulldog football and Coca Cola are perhaps my two favorite things on earth that I haven’t bought a diamond ring for. Combining them often and in liberal doses is fine by me.
So good on you, Badger Nation. You’ve managed to sell out in the best way possible, and I salute you for it. Now if you need me I’ll be down the street ordering onion rings and a Butterfinger custard.
Go ‘Dawgs!!!