South Carolina debuts 'transformative collaboration' with Blanchard Machinery featuring on-field logos

In the latest sign of the changing times in college athletics, South Carolina debuted Monday what it called a “transformative collaboration” with Blanchard Machinery in a sponsorship that will feature logos on the Williams-Brice Stadium playing surface.

As part of the company’s five-year partnership extension with Gamecock Athletics and Learfield’s Gamecock Sports Properties, the Blanchard logos will be displayed on both 25-yard lines beginning with the 2025 season opener.

“We are incredibly proud to join forces with Blanchard in this truly unique partnership,” said Jeremiah Donati, Director of Athletics at the University of South Carolina, via release. “Having a locally owned, alumni-led company like Blanchard invest so meaningfully in our future is a testament to their deep commitment to both the University and the entire state. The addition of the Blanchard logos on the field at Williams-Brice Stadium is not just a first for our program—it is a symbol of the progress we can achieve when our community, our alumni, and our partners work together. This partnership will help us create a world-class experience for our student-athletes and fans, and I am grateful for Blanchard’s vision, leadership, and support of Gamecock Athletics.”

Earlier on Monday, a photo shared on X/Twitter by @GamecocksInside provided an early look at what the logos on the field will look like. GamecockCentral has confirmed the veracity of the image.

Join GamecockCentral now for $1 your first week and enjoy a complimentary year of The Athletic – included with your membership.

While the addition of the advertisement on the playing surface will require adjustments, South Carolina is expected to later reveal a new holistic design that will maintain the look and feel of their home field while incorporating their new major supporter.

“As proud Gamecock alumni and lifelong South Carolinians, this partnership means so much to our family and our company,” said Rozier Blanchard, Executive Vice President and CCO of Blanchard. “We believe in giving back to the community that has supported us for generations and in helping to build something lasting for the University of South Carolina. Seeing the Blanchard logos on the field at Williams-Brice Stadium is a tremendous honor, but it’s also a reminder of the responsibility we have to invest in the future of this great state and its people. We’re excited to stand alongside the University as we help move South Carolina forward—on and off the field.”

South Carolina’s Sunday press release teased that the new collaboration “will benefit Gamecock Athletics for years to come and specifically impact Williams-Brice Stadium enhancements.”

While the financials of the deal were not revealed, the significant investment comes at a time when finding new revenue streams is more important than ever.

The Gamecocks earlier this year approved Phase 1 of the Williams-Brice Stadium project, an approximately $350M wholesale renovation of South Carolina’s football stadium scheduled to begin as soon as the 2025 season ends.

The House vs. NCAA settlement was also approved this summer, allowing schools to directly pay up to $20.5M in revenue share to their athletes for the 2025-26 academic year with the amount set to increase in subsequent years.

Located in West Columbia, S.C., Blanchard Machinery provides heavy-duty equipment sales and rentals encompassing six divisions and numerous Cat and non-Cat product lines.

In addition to its sponsorship on the field, Blanchard will participate in the Gamecocks’ Student-Athlete Development Program, offering internships, post-graduate jobs, and contributing to career-development workshops.

It will also continue its sponsorship programs and digital signage across football, men’s and women’s basketball, and baseball, along with the “Building Blocks of South Carolina” radio feature.

“Our relationship with the University of South Carolina goes back decades, and this partnership is the next chapter in a shared story of growth, progress, and Gamecock spirit,” added Boyd Blanchard, President and CEO of Blanchard. “We are passionate about helping build world-class facilities for our student-athletes, our fans, and our community. This is about more than a logo on the field, it’s about supporting the dreams and ambitions of everyone who calls South Carolina home. We’re grateful for the opportunity to partner with the University and look forward to what we can achieve together.”

Discuss South Carolina football on The Insiders Forum!