JJ Watt Shares Go-To Order Amid Badgers' New Culver's Patch

MADISON, WI — Wisconsin Badgers legend JJ Watt gave his stamp of approval to the athletic department's newest sponsor: Culver's.

Wisconsin Athletics announced Tuesday, June 30, that Culver's will become the Badgers' first-ever jersey patch sponsor, with the logo appearing on football, men's basketball and men's hockey uniforms starting this fall.

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The deal builds on a relationship between the university and the Wisconsin-based chain that has lasted more than 25 years, including Culver's existing role as the on-court logo partner at the Kohl Center.

"There are few things more quintessentially Wisconsin than Culver's," Deputy Athletic Director and Chief Revenue Officer Mitchell Pinta said in a statement. "This partnership is a natural fit for our jersey sponsorship, it's a beloved brand among Badgers and a longtime partner of Wisconsin Athletics."

Culver's co-founder Craig Culver said the partnership reflects a shared connection to the state and its fans. Beyond the uniform branding, the agreement includes new NIL opportunities and content collaborations between Culver's and Wisconsin student-athletes.

The patch will make its on-field debut when Wisconsin opens the 2026 football season against Notre Dame at Lambeau Field on Sunday, Sept. 6.

Watt, a Pewaukee native and former Badgers standout, posted his reaction on X on Tuesday: "If there had to be one, this is it. Culver's Forever. On Wisconsin!"

When a fan asked for his go-to order, Watt did not hold back, listing a Deluxe Double Butterburger with cheese, a crispy chicken sandwich without lettuce, cheese curds, a Turtle Sundae with chocolate custard, and a root beer.

Fan reaction to the jersey patch itself has been more mixed, with some criticizing the look of the logo against the uniforms. Wisconsin joins a growing number of college programs turning to jersey patch sponsorships as a new revenue stream in the NIL era.