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Gonzaga Basketball Secured Jersey Patch Partnership

The Bulldogs have added an Altana brand patch to their uniforms for the upcoming 2026-27 basketball season.

Updated on Sept. 29, 2026 in Basketball

Expressive editorial sports illustration of a basketball player in navy, white, and red driving across an indoor court.
Gonzaga University has signed a jersey sponsorship agreement with Altana, allowing the basketball program to display the firm's branding throughout the 2026-27 season. AI Illustration. Upload story photo >

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Gonzaga University has officially entered a jersey sponsorship agreement with Altana, an artificial intelligence supply chain management network. Basketball players will debut the new branding on their uniforms during the 2026-27 season.

Why it matters

Collegiate programs are increasingly pursuing new revenue streams following updated NCAA regulations that now permit jersey sponsorships. This shift allows athletic departments to offset operational costs through commercial partnerships.

Division I basketball teams may display up to two patches per jersey, with each individual patch restricted to a maximum size of 4 square inches. These guidelines follow NCAA approval for uniform sponsorships granted in January 2026.

The players

Gonzaga University

This is a private Roman Catholic university based in Spokane, Washington, well-known for its successful men's basketball program.

Altana

This New York City-based company provides artificial intelligence solutions for global supply chain management.

NCAA

The National Collegiate Athletic Association is the governing body that oversees athletics programs at hundreds of colleges and universities.

Washington State

This public research university competes in collegiate athletics and recently entered a significant jersey sponsorship agreement.

The details

Gonzaga Athletics finalized the partnership with New York City-based Altana, which was founded in 2018. The Bulldogs will display two distinct patches this season, with one representing the supply chain firm and the other featuring the Pac-12 Conference logo.

Timeline

  1. The NCAA approved the use of jersey patches in January 2026.

  2. Washington State signed a five-year jersey agreement in June 2026.

  3. Division I teams began using jersey patches on August 1, 2026.

  4. Gonzaga will wear the new patches throughout the 2026-27 season.

The Big Picture

The introduction of jersey patches represents a paradigm shift for collegiate athletics as schools mirror the professionalization of team kits. By adopting the policy outlined in the NCAA jersey sponsorship regulation, programs are moving toward a revenue model previously reserved for professional leagues.

The addition of these patches complies with the 4 square inch maximum size limit set by the NCAA. Fans should anticipate seeing the branding on both the Altana-partnered and conference-branded patches during all regular-season games.

The takeaway

The move signifies the growing commercialization of college uniforms as institutions seek to maximize their athletic branding. Fans and observers can expect more schools to follow this trend as they search for new methods to fund competitive sports programs.

Further reading

For additional context on local collegiate athletic updates, visit the Basketball section.

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Do you support university athletic teams selling advertising space on their player jerseys?