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August 21, 2026

The playbook for college sports revenue is expanding from logos and fees to entertainment districts

By TERESA WALKER and ANDREW DESTIN
AP Sports Writers

AP Photo/George Walker IV, File [enlarge]
Tennessee runs onto the field before an NCAA college football game in Knoxville, Tenn.

KNOXVILLE, Tenn. — You've heard about the patches coming soon to a college football jersey near you. You've seen the corporate logos cropping up on football fields from South Carolina to the University of Washington. Talent fees on season tickets, league-level deals with the likes of PayPal, naming rights revenue not just for a stadium but for the playing field within the stadium.


 
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