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Illinois will join Ohio State, Michigan State, and Wisconsin as the fourth Big Ten school to add a jersey patch deal in 2026. Announced on Monday, Illinois has officially partnered with Busey Bank to add a jersey patch to several athletic teams, as well as some coaches.
Coach Brad Underwood talked about the historic new signing on Tuesday: “You’ve heard a lot about the past, I like to think about the future.”
Securing high-profile corporate backing has quickly become essential. In this new era of revenue sharing and roster maintenance, direct support from brands and donors is the name of the game, boosting brand exposure while opening new doors for student-athletes.
These aren’t small deals either.
- Ohio State and Chase Bank: Worth a reported $17 million per year.
- Michigan State and MSU Federal Credit Union (MSUFCU): it is reported that it’s “an amount that could reach $40 million.”
- Wisconsin and Culver’s: While not publicly reported, Deputy Athletic Director Mitchell Pinta says: “Culver’s will play an active role in engaging and creating meaningful opportunities for our student-athletes “
A 5-year, $30 million deal was agreed upon for Illinois and Busey bank. Nine sports — football, men’s basketball, women’s basketball, volleyball, baseball, softball, soccer, and men’s and women’s golf — will be sporting the new patch.
Being able to secure a partnership with a local company is something that matters to Illinois as well. Founded just one year apart in 1867 and 1868, Illinois and Busey have worked together to better the university and the community surrounding it for over a century. Chairman and Chief Executive Officer of First Busey Corporation Van Dukeman weighs in: “This is more than a sponsorship—it’s an investment in the future of Illinois Athletics and in the students and alumni who carry the University’s impact beyond campus.”
“They have the same vision as us,” Underwood said of Busey Bank’s leadership.
Having a primary sponsor aligned with the program’s championship ambitions gives the Illini a distinct edge that not a lot of other universities have.
As college sports pivot toward an era of direct revenue sharing and NIL strategy, Illinois is proving it can adapt without sacrificing its core identity. Pairing this with over a century of shared local history, the Illini are building a sustainable foundation for the future.
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