It’s not your father’s college football anymore.

Penn State football is considering adding a sponsor patch to its iconic blue-and-white jerseys, and according to Sports Illustrated, athletic director Pat Kraft said it’s only “a matter of time and due diligence to identify the right partner.”

The insight comes the same day Ohio State announced it would add a new corporate sponsorship with JPMorganChase, a deal that includes the Buckeyes donning the company logo on all athletics uniforms for a multi-year term. The deal is expected to yield Ohio State roughly $17 million annually.

As for the Nittany Lions, Pat Kraft will evaluate all avenues for adding a jersey sponsor in hopes of striking a deal that will serve to significantly benefit Penn State athletics financially.

Any sponsor would likely include patches on all Penn State athletics uniforms.

“We are exploring it all. We’re doing our due diligence on what the real value is,” Kraft told reporters at Big Ten Media Days. “Obviously, I believe our jerseys are the most iconic in all of sport. But this is the new reality.”

“We have to find other avenues to generate more revenue, and this is a very, very valuable asset. But we have to move cautiously in that space.”

Kraft is aware of the sentimental and historical value of the Penn State uniforms. He notes that there’s a reason why Adidas didn’t make any major alterations to the jersey design when its contract began. While it’s likely that a patch will ultimately be added, Kraft is not rushing the process for that very reason.

“We have to honor our past and our tradition. We’re as steeped in tradition as anybody in the country, so you’ve got to be sensitive to those elements and make the right decision. That’s why we’re taking our time with that,” he said.

Kraft and Penn State will likely also use Notre Dame’s recent $18 to $20 million jersey patch deal with Sofi. One could argue the Fighting Irish don equally or more iconic jerseys than the Nittany Lions.

Penn State continues to explore ways to generate revenue to fund various athletic projects and compensate its athletes. Between the Adidas deal, the West Shore Home naming rights deal, Socios.com fan tokens, and more, the university is guaranteed $1 billion in contract money for the future of the athletic department.

On top of that, Penn State has also accumulated over $353 million in donations, a number that includes over $153 million intended for the Beaver Stadium renovations.

“We have to continue to find other ways to generate revenue at a high clip,” Kraft said. “We are blessed to be a self-sustaining department. We are blessed to be at the high end. But the minute you take your eye off the ball, and you take a step back, that’s when you can lose footing.”