WASHINGTON — It was an exercise in corporate branding that wouldn't have raised an eyebrow in most pro sports. In college sports, it bordered on revolutionary.

In a full room of reporters, boosters and executives, the University of South Carolina delivered the news that it was bringing on a new sponsor that would put its logo on the football field for Gamecocks home games, starting Sept. 6 against South Carolina State.

The deal with a machinery company was the centerpiece of a partnership that, Gamecocks athletic director Jeremiah Donati explained, represented the “largest single financial investment into our athletics department in our history, which will help us shape the future of our programs and our university for years to come.”

In a nod to the new realities of college sports, the

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