Amid some other floundering sections of University of Hawaii athletic department finances, its corporate partner program continues to gush black ink.

The program, in which businesses provide cash and trade for promotional and marketing ties with UH sports, produced $5,041,820 this year, a record for the 14-year-old program, officials said.

Of that, $2,209,240 came in cash, while $2,832,580 was in trade.

That was a 16 percent increase from the previous year, when UH received $4,315,387.

"It continues to be one of our most positive revenue streams," UH athletic director Ben Jay said. "It is something that we’ve been able to gradually build upon."

Overall, UH is staring at the possibility of a $2 million deficit for the current fiscal year that concludes June 30.

Although the corporate partner program cash count was down approximately $160,000 from the previous year, Jay said, "we’ll use the (rise in trade) to help cut our expense costs."

In addition, UH said, the program produced more than $200,000 in prizes given away to fans and students at its team’s events.

"We appreciate the community’s support and their affinity for UH sports," Jay said.

Associate athletic director John McNamara, who oversees the program, said "the net increase was spurred by a 93 percent (partner) retention rate and the addition of 10 new companies to the program."

Overall, UH said, 86 firms currently participate in the program.

The program debuted in 2000-01 and was initially run under contract by sports agent Leigh Steinberg’s firm. UH took the operation in-house in 2003-04 under McNamara, where it has remained.

Annual sponsorships come in seven levels, from $10,000 (makana) to $150,000 and above (diamond). In return, firms can receive advertising at UH venues and promotional campaigns targeted for their markets.

The Honolulu Star-Advertiser is among nine diamond-level sponsors.