For the average fan, the expansion of the partnership between USF athletics and Tampa General Hospital won't have the same impact that, say, beating the Florida Gators did last season.
But when you're trying to support 21 separate teams and a new on-campus football stadium while navigating the white water rapids known as NIL and revenue sharing, it's not just a big deal, it's huge. CEO of Athletics Rob Higgins and his staff might be tempted to spike the football after closing this deal.
Under this agreement, the TGH logo will be displayed on the front of the Bulls' football jerseys. The Bulls and Tampa General have been walking in lockstep for many years. In 2023, for instance, TGH donated $25 million for the new football operations center that will be connected to the football stadium.
"Tampa General Hospital has been an extraordinary partner for South Florida Athletics for more than two decades, and as we charge into a new era of collegiate athletics, it's only fitting that TGH becomes the first partner represented on our jerseys," Higgins said.
"We are proud to have TGH represented on our jerseys in recognition of their profound impact on our community, steadfast support of our student-athletes and continued partnership in realizing our vision for the future of USF Athletics. This is more than a partnership — it's a shared commitment to excellence, innovation and the relentless pursuit of greatness."
In late January, the NCAA voted to allow patches to be displayed on the uniforms of Division I athletic programs during the regular season. The patches will be limited to a maximum of 4 square inches per logo. There is a maximum of two patches for jersey.
While financial terms of this new agreement were not disclosed, there are agreements at other schools that can be used for comparison.
UNLV, for instance, recently reached a five-year, $11 million patch deal with Acesso Biologics.
The University of Memphis announced a new patch deal Thursday with FedEx, which has long been a major sponsor for the Tigers.
By the time football season rolls around, many more teams will be walking, talking, and tackling billboards for corporate interests.
Purists might sniff that all this is just the latest sign that college athletics has sold its soul, but they need to get over it. It has always been a business; many top leaders at the NCAA live in extra nice houses paid for by the labor of college athletes around the country.
They still get to live in those swanky gated communities, but now the laborers can cash in too. Rather than run from that reality, USF has embraced it. It's why Higgins is the CEO of Athletics instead of the athletic director. That's why the USF Trustee Board is led by a people like Will Weatherford who know their way around a spreadsheet.
USF has committed to fund the $20.5 million limit approved by the NCAA for direct payments to athletes. It's one thing to spend money, but Higgins and his department also has to raise that cash. Deals like the one with TGH are just the beginning.