With on-field sponsor logos coming to Williams-Brice Stadium, what's next for Palmetto Tree logo?

Times are changing in college athletics, and so will the look of Williams-Brice Stadium in 2025.

South Carolina announced a partnership with Blanchard Machinery, a fourth-generation Columbia-headquartered service for premium equipment and the state’s authorized Caterpillar dealer, that will feature logos on the Gamecocks’ football field starting this season.

For the next five seasons, Blanchard’s logo will be on each 25-yard line beginning Sept. 6 when South Carolina plays their home opener against South Carolina State.

“While we will not disclose the financial terms of this commitment at this time, as I mentioned before, this is the largest individual investment into our athletics program,” said South Carolina athletics director Jeremiah Donati in a press conference on Monday.

South Carolina now becomes the seventh FBS school and third in the SEC to have an on-field logo at its stadium. The Blanchard logo has already been placed on the playing surface, signifying the start of a new era for the school.

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But with these changes comes one lingering question: what will happen to the Palmetto Tree logo that was formerly on the 25-yard line markers? When asked directly about this, Donati assured that it will still be a part of the field design in some capacity.

“We’ve got a little surprise for you,” Donati said. “We’re not going to see that surprise today, but I’ll tell you that they’re not going anywhere. You’ve got to wait till September 6 for that.”

The Palmetto Tree logo has been a part of the field design at Williams-Brice Stadium for years now. As the most recognizable symbol of South Carolina, it appears on the state flag alongside a crescent moon.

While the addition of an advertisement on the field may take time to get used to, part of the investment from Blanchard will go into the upcoming renovations at Williams-Brice Stadium. Phase 1 of this project will be approximately $350 million and begin after the 2025 season ends.

Donati said the Blanchards are “taking a leadership role in the support” of the Williams-Brice Stadium project. He added that these changes will enhance the game day experience for all future South Carolina home games while also improving the experience for football student-athletes.

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.

“We have a little bit of a reputation of CATs being too expensive, maybe a little intimidating,” said Boyd Blanchard, President and CEO of Blanchard. “We’re trying to show and tell the story very loudly and clearly and boldly of who we are and that we’re so much more to so many people.

“And so that piece, as well as just the growth of the university and the impact it’s making, and the culture it has, and what it does for the state, for Columbia here as the Capital City, it’s just the synergy is really aligned. What we do is we build power and shape things, and we’d love to partner on this project with that.”

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