On the day the Big 12 football schedule was announced, the University of Cincinnati officially introduced Total Quality Logistics (TQL) as a long-term sports partner. The scoreboard overlooking the snow-covered field featured the TQL logo.
Once the snow disappears, the TQL logo will appear on both ends of the field near the 25-yard-line.
Total Quality Logistics (TQL), the second-largest freight brokerage firm in North America and Cincinnati’s largest private company employs many University of Cincinnati graduates, so President Kerry Byrne sees it as a logical move.
Specifically, the agreement with the Bearcats includes a significant contribution to UC’s Day One Ready Campaign to support next-level success for Bearcats’ student-athletes in their upcoming endeavors in the Big 12 conference. UC officially enters the Big 12 on July 1.
At Nippert Stadium, the strategic partnership will include field level and stadium signage and logo assets for TQL as well as a specific investment to the Bearcats’ indoor practice and performance facility project. Cunningham called it a "naming rights level" sponsorship with TQL
While field surface branding typically results in renaming the venue, as a Cincinnati company, TQL has chosen to not name the field. It will continue to be named Carson Field in honor of Dr. Arch Carson, who organized the first football team at the university in 1885 and is known as the father of UC Football. Carson Field has existed since 1901 and Nippert Stadium was built around the field in 1924.
TQL President Byrne is a University of Cincinnati alum as well as a former Bearcat athlete. He's also a recent honoree as the 2023 winner of the Carl H. Lindner Award for Outstanding Business Achievement, in addition to sitting on the board of UC Health.
“We see a lot of parallels with UC football and TQL,” Byrne said. “Through investment, hard work and the right talent you can achieve new heights while upholding tradition. UC is ascending to the Big 12 with state-of-the-art facilities and support for their student-athletes.."
Byrne told The Enquirer's Jason Williams, "It just didn't feel right to rename it (Nippert Stadium)."
TQL already has naming rights to FC Cincinnati's soccer stadium and their logo will be plenty visible around the stadium where Coach Scott Satterfield's men will do business come September.
The former Bearcat outfielder called the investment a TQL partnership that was going to happen whether he was involved or not.
"The FC Cincinnati partnership has been outstanding for us," Byrne said Tuesday. "This is kind of similar, but different. You can have two Cincinnati institutions. One's been around for over 200 years, the other one's relatively new. But, they're really uniquely Cincinnati. That's what made them attractive to us."
The Day One Ready campaign is a fundraising initiative focused on achieving "Next Level Success" in UC’s new venture into the Big 12. The fundraising supports signature facilities, student-athlete wellness and championship readiness.
Bearcats football coach Scott Satterfield had plenty of positive news on the day with the Big 12 schedule release and the announcement of future funding.
"This is huge for us as we move forward," Satterfield said. "It's great timing to be able to announce this because we're going to need it. We all know that these kids that are recruited are going to all of these teams we're going to play in the Big 12 and they see what they have to offer in facilities. The new things we're going to be building here, the indoor, the weight room, the offices, it matters. Not only do we play in one of the most iconic stadiums in the country. Now, we're going to be able to offer a little bit more. This just gives you an opportunity to compete in recruiting."
“We will never be able to fully quantify the value of having TQL, one of North America’s largest logistics firms, fully behind our school and our athletic department,” said John Cunningham, UC Director of Athletics. “TQL is not only an incredibly successful company, it is right in our backyard and shares our same commitment to the Cincinnati community, our student-athletes and our university."
LEARFIELD’s Bearcats Sports Properties, the university’s athletics multimedia rightsholder, assisted in the new partnership agreement as part of its ongoing support of Cincinnati Athletics. Financial specifics were not made available.
“Our university has a deep and impactful relationship with TQL, and I’m proud that the majority of its recruits come from UC,” UC President Neville G. Pinto said. “This momentous partnership and leading investment will prepare us to showcase our student-athletes on the biggest stage for collegiate athletes."
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