Mizzou to add logos of 2 Columbia companies to Memorial Stadium field in new sponsor deals

Eli Hoff | Post-Dispatch

COLUMBIA, Mo. — The logos of two Columbia companies will appear on the field at Missouri's Memorial Stadium this season, reflecting the school's efforts to adopt new revenue generation strategies amid an accelerated need for funding in college sports.

Shelter Insurance and EquipmentShare will each have a logo on the Tigers' playing surface. The insignias will be located on each 25-yard line and are expected to be in place for Mizzou's Thursday home opener against Murray State.

Financial terms of both sponsorship deals were not immediately available Tuesday, but that the agreements are for multiple years.

"We are thrilled to partner with Shelter Insurance and EquipmentShare in this historic initiative," MU athletics director Laird Veatch said in a statement. "Both companies have deep roots in our community, and their support is a testament to their commitment to Mizzou Athletics, our teams and our student-athletes. This collaboration not only sets a new standard in collegiate athletics but also demonstrates the power of partnerships in driving innovation.”

The sponsorship agreements are managed by media rights holder Mizzou Sports Properties, which operates as part of Learfield.

“It was important that we found the right partners who are both integral members of our community and committed supporters of Missouri Athletics for these historic on-field logo sponsorships,” Mizzou Sports Properties General Manager Josh Pell said in a statement. “Shelter Insurance and EquipmentShare are the perfect partners with the unique combination of local headquarters and a desire for national branding exposure.”

That MU is adding field sponsors for this season is unsurprising: Veatch told the Post-Dispatch earlier in the summer that he was "absolutely" interested in securing those partnerships.

“It has to be an interest," Veatch said. "It has to be something that we take and present as opportunities to partners like that — that want to help us but also want to really help their brand and their company. Those are huge opportunities.”

Mizzou 'absolutely' interested in finding sponsor for football field advertisements

“I’m really encouraged to see that, nationally, we’re also evolving on that side because we’re going to need more and more corporate support,” MU athletics director Laird Veatch said.

Missouri appears to be the second Southeastern Conference school to announce on-field sponsorships, following Tennessee.

The NCAA Playing Rules Oversight Panel moved to allow the display of logos on playing surfaces over the offseason. Under new rules, programs could also add a central logo at midfield, but that seemed like an unappealing idea for most programs — particularly those in the tradition-rich SEC.

Interestingly, though, the logos cannot be on display for any College Football Playoff games held at schools' home sites.

With the cost of remaining competitive in college sports rising and revenue-sharing with athletes on the horizon, on-field advertisements make for more available funds at a time that most athletics departments could certainly use it.

"This change allows schools to generate additional income to support student-athletes,” NCAA President Charlie Baker said in a statement following the rule change. “I’m pleased that we could find flexibility within our rules to make this happen for member schools.”

Veatch agreed with that reasoning.

"I’m really encouraged to see that, nationally, we’re also evolving on that side because we’re going to need more and more corporate support,” he said. “Those types of opportunities, we have to be — I believe — aggressive with. We have to really look to leverage those kinds of things because the price to compete is going up.”