Key facts
- Ripple has partnered with Louisville Athletics to feature XRP logos on Denny Crum Court.
- The branding will be visible during all men's and women's basketball home games.
- The deal includes courtside signage for television broadcasts and in-venue promotions.
- Ripple will also sponsor financial and technology education programs for student-athletes and the campus community.
Ripple has entered into a new multi-year sports sponsorship agreement with Louisville Athletics, which will prominently feature the XRP logo on Denny Crum Court for all home games of the men's and women's basketball programs, beginning with the 2026-27 season. The agreement marks a strategic move by the cryptocurrency brand to expand its presence within college sports.
The XRP logo will be displayed on the court throughout the season, with the Coach Denny Crum logo remaining within the three-point arc. Beyond the court, the 'RPR' brand will be visible through courtside signage during television broadcasts and in-venue promotions at the KFC Yum! Center. Louisville will also leverage its digital and social media channels, as well as radio coverage, to promote the partnership.
Josh Heird, Vice President and Director of Athletics at Louisville, expressed pride in the alignment, stating that the university was identified by Ripple as a premier basketball brand. He highlighted the strength of Louisville's basketball tradition, its national reach, and fan passion as key factors in the partnership, noting that it honors the legacy of Coach Crum and Denny Crum Court.
In addition to the branding initiatives, Ripple will sponsor financial and technology education programs aimed at Louisville student-athletes and the wider campus community, focusing on traditional finance and digital assets. Kim Damron, President of Sports Properties at Learfield, commented on the opportunity for brand partners to engage fans through Louisville's platform, emphasizing the innovative nature of the partnership.