Liberty football announced a partnership with K-LOVE to feature the company’s logo on the Flames’ jerseys this fall for 10 sports this athletic season. This is a multi-year agreement that will grow to all 20 Liberty Athletic sports beginning with the 2027-28 athletic season.
“We are excited to partner with K-LOVE as our jersey patch sponsor,” said Vice President and Director of Athletics Ian McCaw. “This partnership is a natural fit, with K-LOVE and Liberty University sharing a strong missional alignment and a national reach. We are grateful to Tom Stultz and his leadership team for their support and collaboration and look forward to all that God will do through this shared mission.”
K-LOVE, Inc. is a nonprofit, multi-platform media company on a mission of inspiring people to move closer to Jesus. Founded in 1982, as Educational Media Foundation, in Santa Rosa, Calif., with a single radio station, K-LOVE, today owns and operates the world’s two largest Christian music radio networks: K-LOVE and Air1.
“We are excited about it,” said K-LOVE CEO Tom Stultz. “When we got approached about it, we really hadn’t considered it, but K-LOVE is very interested in reaching the next generation for Christ. We focus on a kids’ ministry that we just launched, a Gen Z ministry that we just launched. Having access to students, to fans, to alum, and being on all the social media, and having a presence on a great brand like Liberty, is something that we thought was a great opportunity. We are thankful that we were approached by it, and we are looking forward to using it to try and keep the brand out there and reach more people.”
The 10 programs that will display the jersey patch for this upcoming athletic season are football, men’s soccer, women’s soccer, men’s basketball, women’s basketball, baseball, volleyball, softball, lacrosse, and field hockey.
Stultz, who was in Lynchburg on Tuesday for a press conference announcing the deal, said K-LOVE’s board voted unanimously to approve the deal. K-LOVE has 1,100 radio stations and Stultz described them as a full media ministry. Typically, they have advertised on billboards, other outdoor advertising, and direct mail. They have begun moving towards social media and influencers.
“This is a natural transition for that,” Stultz said.
K-LOVE previously had a fairly significant NASCAR sponsorship relationship, primarily with Michael McDowell. Starting around 2010, K-LOVE began sponsoring McDowell in the NASCAR Nationwide Series. This continued over the next several years. The most Notable K-Love car was Michael McDowell’s No. 95 Ford in the mid-2010s.
“It’s exciting,” said Liberty head football coach Jamey Chadwell about the sponsorship. “It’s something that I listen to. I’m pretty thrilled about it. It was great to meet the group that was here representative of (K-LOVE). It’s important for us and our whole athletic department as we are navigating this new reality of the NCAA. I think anytime you can get extra revenue coming in, that’s important. For us, to be able to represent what Liberty represents, represent Jesus and we’re going to represent K-LOVE that does the same, it’s a match made in football heaven.”
