Ripple has struck a multi-year deal with Louisville Athletics to bring XRP branding to the university’s men’s and women’s basketball programs. The partnership will place XRP logos on Denny Crum Court, arena signage, broadcasts and Louisville’s digital channels.
Ripple will also support financial education programs for Louisville students and student-athletes. The agreement keeps Coach Denny Crum’s insignia inside the three-point arc while adding XRP branding around the court.
XRP Branding Expands Across Louisville
XRP branding will also appear on courtside signs and during promotions at the KFC Yum! Center. Louisville will feature the partnership across radio broadcasts, social media and other digital platforms.
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Louisville Athletic Director Josh Heird said Ripple had considered several basketball programs before selecting Louisville. He said the agreement was designed to recognize the history of Denny Crum Court while giving Ripple visibility around the basketball programs.
The partnership follows similar multi-year agreements between Ripple and the University of Kansas and the University of Florida.
Partnership Focuses on Education
The sponsorship connects XRP with college basketball without involving the sale or promotion of the token to fans. It does not give fans ownership of XRP or access to Ripple services.
Ripple’s educational support will focus on TradFi and DeFi, giving Louisville students and athletes opportunities to learn about traditional and decentralized finance.
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