Why did Kroger come to mind last night? Er, the name of the field where UK plays football.
Sounds like they are selling? I'm sorry, but what? I'm honestly confused as to your question. "It sounds like they are selling" in a discussion about company logo's on uniforms?
Seeing a good outcome here shouldn't be difficult given the example I posted in this thread: "If BYU wins people get discounts on 'Tater Tots." That's a good deal for fans who eat 'Tater Tots," it's a good deal for Ore-Ida with exposure, and it's a good deal for the athletic program because they are getting paid.
Now, if something similar was done with Kroger and your groceries? How would that NOT be a good idea? Literally, everyone wins.