​On Jun. 30, just a day before Washington State University steps into a fresh era in the rebuilt Pac-12, the Cougars announced a new partnership. WSU and the Confederated Tribes of the Colville Reservation unveiled a five-year deal valued at $8.43 million, including a $250,000 donation to the Cougar Athletic Excellence Fund in the first year. It stands as the largest annual sponsorship in WSU athletics history, and in conjunction with the agreement, the Cougars will wear a new patch on their jerseys for football, men’s and women’s basketball, baseball, and soccer.
“As we enter a new era of the Pac-12 — which begins tomorrow, by the way — we do so with a new look,” said WSU athletic director Jon Haarlow at a news conference. “A look that represents far more than just branding. It represents a partnership rooted in shared values, mutual respect, commitment to developing future generations across Eastern Washington and throughout the Pacific Northwest. We’ve said it internally and publicly that our intention is to be leaders in the new Pac-12. Leadership requires innovation, requires thinking differently, and requires building strategic partnerships that align with who we are as an institution.”
WSU President Betsy Cantwell added in a press release that the partnership is built on a shared belief in investing in young people to help them become exceptional students, future leaders, and eventually return home to strengthen the communities they love. Cantwell called the Colville Tribes the right partner for this historic opportunity due to that alignment of values.
The deal arrives at a pivotal moment for WSU as it positions itself within the new Pac-12 lineup alongside Oregon State and newcomers Boise State, San Diego State, Colorado State, Fresno State, Texas State, and Gonzaga. Although an official figure for annual conference payouts has not been released, it will be less than the roughly $25 million WSU received as a Pac-12 member in prior years, making an influx of about $8 million particularly important for the university.
Haarlow indicated that the funds from the partnership would be used in several areas, including academics, mental health resources, sports performance, and nutrition, with the aim of strengthening the program’s operations. He also noted the possibility of directing some funds toward NIL contracts for student-athletes, while emphasizing a holistic approach to student-athlete experience.
Beyond funding, the partnership will feature youth clinics in tribal communities, regional basketball development opportunities, and an AAU tribal tournament. The Confederated Tribes of the Colville Reservation include 9,000 members from 12 tribes: Arrow Lakes (Lakes, Sinixt), Chelan, Colville, Entiat, Nespelem, and Okanogan.