KC Smurthwaite is a consultant for Athletics Admin, specializing in revenue generation, licensing, marketing, and higher education. He has almost two decades of experience in collegiate athletics and the sports and entertainment industry. Smurthwaite is a fractional employee of several athletic departments across the country. He also teaches sports management and journalism as an adjunct professor. Follow him on Twitter or connect on LinkedIn. Smurthwaite can also be reached at [email protected].
When July 1 rolls around in college athletics, the headlines usually scream about conference realignment. Exit fees spike, schools officially switch affiliations, and athletic departments issue glossy statements about “fit” and “future.” But buried beneath the chaos of geography and media rights is another, often overlooked storyline: apparel agreements and other university contracts.
July 1 doesn’t just mean realignment. It also marks the start of the athletic fiscal year—a trigger for new contracts, financial rollovers, and strategic shifts that extend far beyond the field. In the case of schools like the University of South Dakota or UTSA, it marks the next chapter on how teams dress, how departments allocate funds, and how brands compete.
Having worked with athletic departments through various apparel agreements, I’ve seen firsthand how these deals are operated and leveraged (think recruiting and budgeting). In the case of USD, the Coyotes are preparing to enter the open market. A newly released Request for Proposals (RFP) seeks to secure a volume purchase agreement for athletic uniforms, apparel, and supplies effective July 1, 2026.
Right now, USD is aligned with Adidas—but with the RFP published, the door is wide open for competitors like Nike, Under Armour, New Balance, and facilitators such as BSN Sports or Game One. It’s a competitive and increasingly complicated landscape. It also allows Adidas to still be in the mix, just in that complicated sandbox.
While it’s easy sometimes to do an extension, kudos to the Coyotes for testing out the market. It’s a stressful time, but it’s also rewarding for years to come.
And while fans might not think much about gear until they see it on the field, the reality is that orders for the 2026-27 season will be placed as early as October or November of next year. That’s right—apparel for the 2026 football season will be locked in before spring drills even start in 2026. When new coaches arrive and find boxes of uniforms in the wrong sizes or logos they didn’t request, this is why. Gear isn’t just a last-minute purchase—it’s a long-term play.
The apparel game isn’t what it used to be. A decade ago, big brands were eager to flood campuses with merchandise and promotional dollars. But in today’s market, especially at the FCS and mid-major level, things have cooled.
Nike, while dominant in pro sports, has scaled back its college commitments outside the Power Four. Adidas, New Balance, and Under Armour have refocused. Meanwhile, emerging players like Game One and BSN Sports are filling the gap by offering turnkey services with the brands mentioned above, including screen printing, embroidery, and bundled fulfillment options.
But whether it’s Nike, Adidas, New Balance, UA, or a new-age facilitator, there’s a common thread in nearly every deal: promo money.
The basics of any apparel contract often hinge on a few key numbers: minimum purchase requirements, discount percentages, and promotional allotments. Promo money—often casually referred to in the industry as “cash”—isn’t actually cash. It’s essentially a gift card from the vendor, dropped into the department account every July 1 (Happy New Year!). It helps offset costs, but make no mistake—it’s tied to retail value and comes with stipulations.
Take UTSA’s recent reported switch to the Swoosh, with Game One serving as facilitator. The school secured a six-year deal that includes a frontloaded Year 1 boost (a standard industry kicker to ease the transition).
Here’s how the first two years break down:
- Minimum Purchase Requirement: $525,000 annually
- Year One Promo: $395,000 from Game One + $400,000 from Nike = $795,000
- Year Two Promo: $295,000 from Game One + $325,000 from Nike = $620,000
Once UTSA hits that $620,000 spend in Year 2, the deeper discounts kick in—typically 50% off non-footwear and 40% off shoes, including jerseys. That’s in line with what many schools in the space are seeing, especially those not in the Power Four.
How that promo money is used? That varies. Some schools spread it evenly across all programs, while others frontload fall sports like football or soccer to “get ahead” of budget cycles. Occasionally, a deal might earmark where specific funds go, but most schools prefer flexibility.
USD’s RFP provides a glimpse into how schools are thinking smarter and negotiating harder. Some highlights:
- Flexibility: A five-year deal with the option for three one-year extensions—a great move to add some freedom should the industry continue its volatility.
- Bonus Incentives: Specific requests for performance-based bonuses (like NCAA bids or Coach of the Year awards), which are becoming rarer unless schools ask explicitly for them. Great work here by USD.
- Volume & Value: USD reports spending $450,000 annually on gear, with an additional $75,000 on services like embroidery and screen printing. A half-million-dollar opportunity for the right local vendor—if they can meet high expectations.
And yes, you are reading that correctly, contrary to popular belief. The gear is rarely embroidered for non-blue bloods or power programs.
Selected vendors must also guarantee the use of approved USD logos, provide proof before production (usually through a third-party licensing service), and deliver on time. Packaging, team-by-team sorting, and coordination with on-campus retail? All part of the gig.
One noticeable trend is that schools are ditching piecemeal orders from a dozen local shops in favor of a single centralized provider. It may sound corporate, but it’s a matter of efficiency.
For example, golf might only need 12 polos in three sizes with custom embroidery. That’s a nightmare for small shops, leading to cost overruns. Consolidation means deeper discounts, faster turnaround, and streamlined service—all crucial as departments juggle tight budgets and tighter timelines.
In an industry and landscape where every dollar counts and every thread matters, getting dressed is just as important as showing up. Because in the business of college sports, you’ve got to suit up before you can level up.
