What’s going on in the Big 12 and beyond? I expand and explain every Sunday in Postscripts at Heartland College Sports, your home for independent Big 12 coverage.
This week, the NCAA approved jersey patches for sponsorship. So, we know what that means — major corporate patches on jerseys incoming. I mean, I get the athletic departments need the money (well, some of them. For others it will be couch cushion money).
But what if we tried to tailor the jersey patch to an iconic or well-known business in the area? Wouldn’t that take this to another level? Do some of these businesses have the money to chip in? Maybe, maybe not. But, for crying out loud let’s have some fun for once.
I decided to make it about food and drink because who doesn’t want great food and drink on gameday? I love hitting local joints when I’m on the road covering Big 12 games. If I’m trying to make this happen for all 16 programs, this is how I would start. I haven’t hit all these places yet. But that’s what road trips are for, right?
Don’t like my choices? That’s cool. Tell me which ones I should have chosen. Like my choices but have something I should also check out? Let me know that too at @PostinsPostcard on Twitter (I’m not calling it X) or on our Heartland College Sports message board. We can’t agree on much, but we can agree on food and drink — most of the time.
Arizona: El Charro Café
Let’s start this right with a local restaurant that has called Tucson home since 1922. Per its web site it is “the nation’s oldest Mexican restaurant in continuous operation by the same family.” The restaurant also invented the Chimichanga (the story is hilarious). Put that restaurant logo on that jersey and let’s have some fun. Come to think of it, I’ll be in Tucson next month and I’m going to have to find a way to hit that.
Arizona State: The Chuckbox
This burger joint in Tempe has been serving students and non-students alike since 1972. I’ll need to get there next month too, as I’ll be there for Big 12 games and Rangers spring training. Located in University Drive, it’s a simple menu that features menu items like “The Great Big One” grilled over a mesquite fire.
BYU: Crumbl
A little more nationwide than some of the other places listed here, but Crumbl is partly owned by BYU grad Jason McGowan and was founded in Logan. BYU has a massive alumni network so it could go many ways. Crumbl cookies aren’t going to displace Cougar Tails on gameday, but McGowan has already stepped up to support athletics, as he rallied support to retain head football coach Kalani Sitake.
Baylor: Balcones Distilling
Yes, Baylor could just go to Chip and Joanna Gaines and make a Magnolia thing happen. But they’re already sponsoring the baseball field. Athletic departments like multiple revenue streams and working with Balcones, which was founded in Waco, on a jersey patch would be a great way to expand that revenue.
Yes, I’ve been to Waco many times and I am quite aware that Baylor is a dry campus. I’m also aware that alcohol sales don’t happen at Baylor games. But it’s 2026. Let’s go. Or they could just give Dr Pepper a call. It was created in Waco. But liquor is more fun. And it’s my list. And I like creating a little chaos now and then.
Cincinnati: Skyline Chili
Sometimes it’s easy. Like it or hate it, you know it even if you’ve only been to Cincinnati once. It’s a cool logo that will stand out on a Bearcats jersey, especially when they wear the black ones, and a great conversation piece during games. Plus, announcers can have a lot of fun with Skyline’s “Famous Ways.”
Colorado: Pasta Jay’s
This is just a chance for me to shout out my favorite Italian comfort food joint in walkable downtown Boulder. Located on Pearl Street, my buddy and I hit it every July when we go to Red Rocks for Avett Brothers concerts. It has the added benefit of being one of the places that head coach Deion Sanders takes recruits. Fun fact, per their web site. Jay’s MaMa Genovese, his grandmother, was the cook for the first King of the United Countries of Italy, Victor Emanuel II.
UCF: Linda’s La Cantina Steakhouse
I have a new place to check out next time I head to Orlando to see the Knights. Linda’s has been in Orlando since 1947 and even with all the change — think Disney World, Universal Studios, etc… — it survives. Why? Because it’s steak, people. It is still family owned and has had the same meat cutter for more than 40 years.
Houston: Shipley Do-Nuts
The easy get would by Gallery Furniture, owned by Jim “Mattress Mack” McIngvale or getting uber-booster Tilman Fertitta to put one of his many businesses on the patch. But Shipley’s is Houston-born, founded in 1936, and can be found all over Texas. And it’s good, too. This won’t be the only donut joint to make the list.
Iowa State: Backpocket Brewing
Unlike Baylor, Iowa State isn’t afraid of beer. Like, the complete opposite. Sure, Busch has plenty of dough. But why not hook up the jersey patch with the same brewery that is brewing the school’s branded beer? It’s the perfect marriage of university, local business and gameday. Make it happen.
Kansas: The Wagon Wheel Cafe
I went to the Wheel a few years ago before a basketball game and it’s just an amazing place. The Big 8 memorabilia is worth grabbing a brew and spend at least half an hour looking around. If it’s gameday, go early. Heck, go late. Just a tremendous local joint that uses wagon wheels as chandeliers.
Kansas State: Varsity Donuts
Told ya — more donuts. I didn’t get to hit Varsity when I was in Manhattan in 2024, but I’ll amend that next trip. Aside from the sheer variety it offers, you must love a donut place smart enough to use a late-night foot truck to sell donuts till the wee hours of the morning, along with comfort food faves like mac and cheese.
Oklahoma State: Eskimo Joe’s
Everyone knows Eskimo Joe’s. I’ve hit it a few times. The great part is its proximity to the OSU athletic facilities. Billed as “Stillwater’s Jumpin’ Little Juke Joint since 1975,” it’s the perfect partner for a jersey patch. I mean, head to their web site. The patch is basically already done. Just send the athletic department the logo and let’s do this.
TCU: Heim’s Barbecue
Bort in Fort Worth, Heim’s Barbecue has become of the best barbecue joints in Dallas-Fort Worth, and that competition in DFW is like Big 12 basketball. Once solely a food truck, Heim’s has four locations, including its original on Magnolia in Fort Worth. Billed as the “original home of bacon burnt ends,” I can vouch for the quality of everything on the menu.
Texas Tech: Dirk’s Signature Chicken and Bar
Located on 13th Street, Dirk’s cooks chicken six different ways and even has a shrimp and grits dish that is tasty. At brunch check out chicken tenders and a glazed donut. Then, check out the artwork throughout the restaurant by Lubbock’s Dirk West.
West is a truly incredible Lubbock figure. He was the editorial cartoonist for the Lubbock Avalanche-Journal, served two years as Lubbock’s mayor and is famous with Texas football fans for his mascot caricatures. Texas Tech and Nebraska adopted his caricatures officially. Yes, he’s responsible for Raider Red and Herbie the Husker.
Utah: Sweet Candy Company
Sweet Candy was founded in Portland, Ore., in 1892 but moved to Salt Lake City in 1900. It’s been a huge part of the community for 125 years and remains family owned. It’s exactly the kind of local success story that makes for a perfect tie-in for a jersey patch. The company logo is a great fit for Utah’s uniforms, too.
West Virginia: Mario’s Fishbowl
Mario’s has been part of the local scene since 1949 and is best known for serving its beer in Weiss goblets from Morgantown Glass Works, which is now the Seneca Center. Later owners called those goblets “fishbowls” and you can fill in the blanks from there. When you hit it, check out the walls for “five decades of signs proclaiming eating and drinking records.” It’s Morgantown. Everything’s a contest.
