In a fundraising event in Hawaii, NFL star Patrick Mahomes proposed a collaboration with Texas Tech’s athletics director to enhance the university’s branding linked to his personal brand.

Previously, Texas Tech was negotiating with Under Armour for their athletic gear but switched to Adidas after Mahomes’ intervention. This was part of a larger agreement designed to firmly establish Mahomes’ brand with the university."

“Seeing my own logo on the Texas Tech uniform I put so much blood, sweat and tears in is one of the most meaningful off-field accomplishments of my career.” - Patrick Mahomes

The agreement allows for Mahomes’ “Gladiator” logo to appear on the school merchandise and during Chiefs games, promoting a strong connection between the university and the NFL star.

Additionally, in 2024, Mahomes facilitated a marketing deal worth over $6 million between Texas Tech and the Kansas City Chiefs, making university branding prominent during Chiefs games.

Texas Tech officials noted that this partnership has significantly increased enrollment from the Kansas City area, highlighting how Mahomes’ success has benefitted his alma mater.