This is an automated archive made by the Lemmit Bot.

The original was posted on /r/cfb by /u/jonstark19 on 2025-05-12 16:39:34+00:00.

Last year I summarized the apparel providers in the P4 and decided to revisit this off-season, making this an annual series (if I remember in 2026). You can find the 2024 summary here.

There were not too many changes across the landscape, only 3 programs in the P4 switched to new providers and one was less a switch and more of a planned transition.

This is mostly specific to football, as some schools have different apparel providers for different sports. I’ll try to note those deals where available. However, I decided to lump Notre Dame in with the ACC. The Irish, of course, are a football independent with an ACC affiliation while playing in the ACC for other sports, so I figured the ACC is the best placement for them in this summary. That bumps the number of P4 programs from 67 to 68 from last year, which will alter the numbers in addition to the three changes listed above

Summary ACC Big 12 Big Ten SEC
Nike 11 12 10 11
Jordan 1 0 2 2
Adidas 4 3 3 2
Under Armour 1* 1 3 1
New Balance 1 0 0 0

*Notre Dame, football independent

Percentage of sponsors by conference: (changes from 2024 in italics)

  • ACC
    • Nike: 61.11% (Cal, Clemson, Duke, FSU, Pitt, SMU, Stanford, Syracuse, UVA, VT, WF)
    • Jordan: 5.56% (North Carolina)
    • Adidas: 22.21% (Georgia Tech, Louisville, Miami, NC State)
    • Under Armour: 5.56% (Notre Dame*)
    • New Balance: 5.56% (Boston College)
  • Big 12
    • Nike: 75% (Arizona, Baylor, BYU, Cincinnati, CU, Houston, ISU, K-State, OK State, TCU, UCF, WVU)
    • Jordan: 0% (N/A)
    • Adidas: 18.7% (Arizona State, Kansas, Texas Tech)
    • Under Armour: 6.3% (Utah)
    • New Balance: 0%
  • Big Ten
    • Nike: 55.5% (Illinois, Iowa, MSU, Minnesota, Ohio State, Oregon, Penn State, Purdue, Rutgers, USC)
    • Jordan: 11.1% (Michigan, UCLA)
    • Adidas: 16.7% (Indiana, Nebraska, Washington)
    • Under Armour: 16.7% (Maryland, Northwestern, Wisconsin)
    • New Balance: 0%
  • SEC
    • Nike: 68.7% (Alabama, Arkansas, Auburn, UGA, UK, LSU, Ole Miss, Mizzou, Tennessee, Texas, Vanderbilt)
    • Jordan: 12.5% (Florida, Oklahoma)
    • Adidas: 12.5% (Mississippi State, Texas A&M)
    • Under Armour: 6.3% (South Carolina)
    • New Balance: 0%

Percentage of programs by sponsor in the P4:

  • Nike: 44 programs, 64.7%
  • Jordan: 5 programs, 7.4%
  • Adidas: 12 programs, 17.6%
  • Under Armour: 6 programs, 8.8%
  • New Balance: 1 Program, 1.5%

Additions by conference:

  • None

Notes:

  • While the Big 12 stayed static, the Big Ten and SEC both see one member trade their providers for Nike. The ACC also sees a change as BC transitions from its football-only deal with Adidas.
    • Auburn finally followed the advice of Charles Barkley and swapped UA for the swoosh.
    • Rutgers also will don Nike gear, returning to the brand after leaving for Adidas in 2017.
    • When BC signed a 10-year deal with New Balance, they omitted football for the first 3 years of the deal. Adidas filled the void to allow NB the chance to get their football gear in place. NB now takes over and all indications suggest a return to the Flutie-era uniforms per head coach Bill O’Brien.
  • In gaining two new members, Nike continues to solidify its status of the leader in collegiate athletic aesthetics.
    • Jordan remains a premium brand, adopting a very selective approach to outfitting certain programs across the country.
    • Adidas loses two members, but Rutgers and BC were likely never top priorities, especially BC as a pretty explicit bridge deal until New Balance had football apparel ready to go.
      • Adidas is also being very choosey with their partnerships, opting for a handful of programs, continuing longstanding partnerships, and shedding certain programs with more modest brand power/less history with Adidas.
    • New Balance’s entry into football is almost certainly a one-off for the Golden Eagles. New Balance, of course, is based in Boston, so the unique hometown partnership makes sense.
    • UA is perhaps the biggest loser this year, Auburn is a good brand and it did not help to hear notable voices associated with the Tigers program openly campaign against a new deal with UA.
      • Wisconsin and South Carolina will both be free agents in 2026, while Utah’s deal expires in 2027.
      • Nike is the presumptive destination for many of these expiring UA deals, but it will be interesting to see if Adidas jumps in the fray.
  • Worth noting that the Big 12 retains two schools that provide different apparel sponsors for football and other sports:
    • Cincinnati’s deal specifies that will Jordan will outfit Bearcats men’s and women’s basketball, with football and all other sports wearing Nike.
    • Houston similarly has Nike for football, Jordan for hoops.
  • I always have to provide this disclaimer, but yes, I know Jordan falls under the Nike corporate umbrella. They may share a corporate overlord and can occasionally provide collaborative options (such as Cincinnati and Houston discussed above) but I am treating the brands themselves as distinct for the purpose of this exercise.
  • A new quirk for this season’s post, you can find a map with the corresponding sponsors linked here.
  • As always, if I’ve missed something please let me know and I’ll correct it, cheers.