One of college football’s most iconic stadiums is about to look a little different this fall.
Georgia has officially partnered with Progressive Insurance to place the company’s logo on Dooley Field at Sanford Stadium during the 2026 season. The sponsorship was announced Tuesday in collaboration with Georgia Bulldogs Sports Marketing, a joint venture between Learfield and JMI Sports.
Yes, there will now be a Progressive logo between the hedges.
Georgia isn’t alone, either. Progressive is expanding its college football presence with on-field branding at 13 programs, including Georgia, Oregon, Ole Miss, USC, Colorado, Texas Tech and others.
It’s another example of just how quickly the business side of college football is changing.
Corporate sponsorships have obviously been part of the sport forever, but putting advertisements directly onto the playing field at a place like Sanford Stadium feels different. This is a stadium that opened in 1929 and has become one of the most recognizable environments in college football.
And unsurprisingly, plenty of Georgia fans aren’t exactly thrilled.
Some understand why schools are chasing additional revenue in the NIL and revenue-sharing era, while others simply don’t want corporate logos becoming a bigger part of the college football experience. The reaction online has already included plenty of criticism — along with the inevitable jokes about Georgia partnering with a car insurance company.
At the end of the day, this is probably something college football fans are going to have to get used to.
There is simply too much money involved in the sport now for schools to ignore opportunities like this. Georgia is competing for championships on the field and competing financially with every other powerhouse off it.
But seeing a Progressive logo painted onto Dooley Field?
That’s definitely going to take some getting used to.
