The news: The National Collegiate Athletics Association (NCAA) is considering including ads on player uniforms in the 2026 season, per the Associated Press. Current rules prohibit commercial logos on uniforms unless the logo is of the apparel or equipment manufacturer.

If approved, colleges could include two additional logos on uniforms and apparel in non-NCAA championship games, and one more logo would be allowed on athletes’ equipment.

The trend: The proposal emphasizes increased brand interest to advertise in popular sports like football and basketball. Savvy advertisers are looking for alternative methods to capitalize on sports’ vast audience.

• Professional sports leagues including the NBA are following a similar trend as the proposal, incorporating sponsorships into jersey patches while also experimenting with new venue launches like the Intuit Dome along with team- and player-specific endorsements.
• Beyond monetizing in-game moments through apparel, brands are also looking to sports with smaller audiences but massive potential. There’s been a notable rise in brands advertising in women’s sports, such as e.l.f. Cosmetics partnering with the National Women’s Soccer League to capitalize on heightened engagement.

Yes, but: While an innovative format, NBC Sports notes that the placement of ads on team uniforms could cross a line for fans. It won’t likely make fans stop watching sports, but an ineffective rollout could cause audiences to form negative associations with the brands being marketed.

What marketers can do: Keep an eye out to see if the offering progresses, but approach the format with caution if it gets approved.

Ads on uniforms stand to benefit sports leagues by unlocking new revenue streams, but advertisers risk irritating consumers who are already feeling overwhelmed by ads and who dislike ads that fail to provide relevant or useful information.

Waiting until the method shows proven positive results for early adopters is key to maintaining consumer trust and ensuring ads on uniforms will be a welcome addition, not one that detracts from the consumer experience.