The University of South Carolina (USC) is set to announce a significant partnership with Blanchard Machinery that will impact Williams-Brice Stadium.

Renovations at the stadium, scheduled to begin after the 2025 season and complete by August 2027, will expand the number of suites from 18 to 43, significantly enhancing revenue potential.

Starting with the 2025 home opener, Blanchard CAT and Blanchard Rental logos will be prominently displayed on both 25-yard lines of the stadium.

While the financial specifics of the partnership remain undisclosed, on-field sponsorship deals in college football are typically valued at around $4 million annually.

The agreement includes in-game promotions, signage, and radio advertisements for Blanchard throughout USC sports, although it does not extend to jersey patches.

The short-term nature of the agreement provides USC with the flexibility to adjust sponsorship pricing in response to market changes.

With this partnership, South Carolina becomes the fourth SEC program to feature on-field sponsor logos, joining Tennessee, Arkansas, and Missouri.

The NCAA's approval of sponsor logos on playing surfaces in June 2024 has led to swift partnerships for some schools, while others remain cautious.

This collaboration reflects the increasing commercialization of college football, as USC has committed to a $20.5 million revenue share for its athletes this year, a figure expected to rise.

USC Athletics Director Jeremiah Donati expressed pride in the partnership, emphasizing the importance of community support in enhancing the athletic experience.

Plans for the stadium also include the installation of two new videoboards and the potential creation of a club-like area in the north end zone.

The partnership encompasses additional marketing elements such as signage, radio reads, and title sponsorship for the home opener against S.C. State on September 6, 2025.