Tennessee basketball, Lady Vols announce jersey patch sponsorship with Axle Logistics

At this point, it felt inevitable. The changing landscape around college athletics is centered around money, and the latest trend around the country is adding jersey patches to maximize that revenue. We’ve seen it all over the nation over the last few months, and now we’re seeing it in Knoxville.

Tennessee basketball and Lady Vols basketball will wear jersey patches featuring Axle Logistics, the school announced today.

“Founded by Tennessee alumni, Axle Logistics has grown into one of the largest employers of UT graduates, playing a pivotal role in supporting the university’s alumni network and strengthening ties within the Knoxville community,” the announcement reads. “This unique partnership goes beyond traditional sponsorship, featuring a substantial investment in student-athlete influencer marketing initiatives. These initiatives will empower student-athletes to build their personal brands, expand their professional networks, and gain valuable hands-on experience in the realms of marketing and business development.”

It’s a reported five-year deal worth over $3 million per year.

“As a company based in Knoxville and founded by Tennessee alums, Axle Logistics is the perfect brand for us to align with,” Tennessee head coach Rick Barnes said. “We are pleased to partner with a group that truly understands what it means to be a Volunteer. There is no doubt this agreement will greatly benefit our basketball program. We appreciate Danny White and the Vol Network finding us such a tremendous partner in this ever-changing era of college athletics.”

It’s worth noting that the patch itself does blend into the jersey nicely, which is something that Jayson Swain mentioned was a priority. Should football follow — it’s a matter of time at this point — you can probably expect a similar look.

Splitting off basketball allows Danny White to pursue an exclusive rights deal for football only. It’s difficult to see that not happening at some point in the next 12 months.