SEC jersey patch deals that make too much sense, part II

French's Mustard

By Chris Marler

Multiple SEC schools have unveiled logo patch deals worth eight figures for their athletic departments for the upcoming year. Arkansas will proudly wear the Tyson Foods logo across their uniforms, and LSU will don logo patches for Woodside Energy. Those are fine, and I’m not here to shame anyone shelling out $10 million or more for a three inch patch.

I will say here are the deals that make too much sense not to use, part two.

Tennessee – French’s Mustard

There are a lot of things that are synonymous with Tennessee athletics. Anger, emotional instability and a boat load of other things that they need to start working through with a therapist from Better Help. That was honestly the first choice I thought of for Tennessee – therapy patch. There are too many other SEC teams that need that more, though.

Tennessee should align themselves in a partnership with French’s Mustard. Everyone remembers the mustard bottle being thrown on the field during Lane Kiffin’s return to Knoxville in 2021. Since then it’s been worn like a badge of honor by their fans.

The other thing they’ve worn like a badge of honor every offseason, preseason and early part of the season under Josh Heupel is that it “feels like ‘98 again.” Let’s take it one step further. Guess who won the World Cup in 1998 – the French. Bang.

NEW: @Lane_Kiffin may have a new favorite NIL deal.

Tennessee’s Hendon Hooker has signed with French’s Mustard, paying homage to the bottle thrown on the field last year against Ole Miss.

Spyre Sports brokered the deal.

More from @Pete_Nakos96: https://t.co/Kl8ZpTi2Nv pic.twitter.com/RQbSNQMjJq

— On3 NIL (@On3NIL) November 4, 2022

Texas A&M – Avocados From Mexico

There is nothing that describes Texas A&M football, or athletics, better than an avocado. When you first start enjoying an avocado, or guacamole, or Aggie football everything is great. Things are vibrant, hopeful and, optically speaking, everything looks perfect.

The longer an avocado goes without being eaten and Aggie football goes into a season, though, it gets worse and worse. Just like their hopes and dreams every November, an avocado gets significantly darker as time goes on. Slap that patch on.

I will soon forget the color of her eyes and she will forget mine. Anyways 2 day old guacamole suffering from oxidation with unevenly chopped onions and tomatoes. pic.twitter.com/YodCYMzRqV

— gfl (@gofuckinglong) November 13, 2025

Texas – Modelo Beer

Nobody takes themselves more seriously than Modelo Beer ads. My goodness, how dramatic do you have to be to sell cold beer. You’re a fighter. No man, I’m 39, tired and this bar didn’t have Corona. Please, stop.

Just like Modelo, nobody takes themselves more seriously in the world of college athletics more than Texas. If I could get DJ Khaled to sponsor the patch instead, I would, because he also loves shouting that he’s the best without actually winning any trophies to prove it.