The University of Notre Dame, long proud of its advertisement-free stadium and pure college football aesthetic, has signed a jersey patch deal with personal finance company SoFi worth more than $100 million over six years. Starting this year, all Fighting Irish student-athletes will wear the SoFi logo near their shoulder. The move follows an N.C.A.A. policy adopted in January allowing up to two sponsorship patches on uniforms, a change driven by the new era of athlete compensation where schools face costs like $5 million for a top quarterback.

The decision has divided alumni and fans. WSBT radio host Sean Stires in South Bend said the immediate reaction presumed Notre Dame was "selling out." On ESPN's "First Take," Chris "Mad Dog" Russo argued such deals belong at "football factories" like Ohio State, not a program steeped in Knute Rockne and Lou Holtz history. Notre Dame deputy athletics director Aaron Horvath acknowledged the pushback but said schools must innovate financially.

Former star quarterback Brady Quinn (2003-2006) called the patches a necessary step to remain competitive, noting deep-pocketed donors — like those behind the $150 million football center — would enforce restraint. He predicted creative sponsorships like official airline partners rather than a "NASCAR" look. Ohio State recently signed a $17 million patch deal with Chase Bank, and the Big 12 Conference partnered with Monster Energy, signaling the trend's acceleration.