Hawaii Basketball Becomes First College Team to Sport NIL Jersey Patch

Last Updated on July 19, 2024

Thanks to a generous donation from The Kawazoe Group, a prominent name in Hawaii’s hotel and hospitality industry, the University of Hawaii has unveiled an innovative name, image, and likeness jersey patch for its men’s basketball team. This sponsorship features patches on the practice jerseys of all team players, marking a historic moment as the first NCAA jersey to display a sponsorship patch.

In collaboration with The Brandr Group, a brand management and marketing agency that develops licensing opportunities for student-athletes, this initiative ensures that all 15 members of the men’s basketball team will sport a patch on their practice jerseys representing the Rainbow Collective, the university’s NIL collective.

“We are constantly focused on leading the way in exploring new ways to create value for our student-athletes, and this first-of-its-kind initiative is a clear example of how the University of Hawaii is working to be at the forefront of the evolving landscape of collegiate athletics,” said Craig Angelos, Hawaii’s Athletic Director. “We’re grateful to The Brandr Group for being such a strong, committed partner, and we’re excited to be able to showcase how the Rainbow Collective is helping lead the way in crafting new ways to support our student-athletes.”

Although they will not be worn during games, these jerseys will be worn during practice sessions and in media appearances when athletes are considered “on-call.” Additional promotional benefits from this program will be given to five student-athletes from the basketball team, including opportunities for autograph signings, appearances, and social media campaigns in support of the Rainbow Collective.

While current NCAA regulations prohibit sponsored patches on game uniforms, sponsored patches on practice jerseys comply with NCAA rules, university policy, and state law, creating new revenue opportunities for college athletes and universities. Studies show there is a large potential for premier college football and basketball programs to earn millions in additional revenue through uniform sponsorships for in-game use if it were to be permitted by the NCAA.

“In the new, evolving landscape of college athletics, it’s imperative for schools, and collectives to be at the forefront of emerging sponsorship trends to best reward student-athletes and create new financial streams for all partners,” said Mike Kawazoe, president of The Kawazoe Group. “As a passionate supporter of Hawaii athletics, I wanted to do something that was not only first of its kind in the NIL space but also something that showcased the commitment and passion of the Rainbow Collective to provide new opportunities for our student-athletes.”

This NIL initiative is part of Hawaii’s broader collaboration with The Brandr Group, which includes financial literacy programs with HawaiiUSA Credit Union, a partnership with Hawaii Pacific Health, and a comprehensive trading card program with ONIT.

“It’s refreshing and inspiring to work with a partner like the University of Hawaii, who is focused on providing value and opportunity for its student-athletes and open to experimentation and creativity to push the envelope forward in NIL activation, ” said Rick Perko, Vice President of Program Development at TBG. “The Rainbow Collective is a committed partner for Hawaii athletics, and this new partnership hopefully will open doors for other sports across the collegiate landscape to explore new, innovative ways to engage brands and create value for student-athletes and university partners.”

The excitement following the University of Hawaii’s new NIL jersey patch initiative not only sets a precedent in collegiate athletics but also exemplifies how innovative partnerships can create valuable opportunities for college athletes. As other institutions look to Hawaii’s pioneering efforts, the potential for future NIL activations across various sports becomes increasingly promising, ensuring enhanced support and unique opportunities for athletes nationwide.