Ripple is bringing XRP into another major college sports program through a multi-year partnership with the University of Louisville. Beginning with the 2026–27 basketball season, the XRP logo will become a permanent fixture on Denny Crum Court at the KFC Yum! Center, appearing during every Louisville men’s and women’s home basketball game.
XRP Gets Permanent Spot on Denny Crum Court
The partnership gives XRP significant visibility across one of Louisville Athletics’ most prominent programs.
Along with the permanent court logo, XRP branding will appear on TV-visible courtside signage, in-arena promotions, Louisville’s digital and social platforms and radio broadcasts for both men’s and women’s basketball.
The university emphasized that the new sponsorship won’t remove the branding honoring legendary Louisville coach Denny Crum. His insignia will remain permanently displayed inside the three-point arc.
Ripple Partnership Goes Beyond Advertising
The agreement also includes an educational component.
Ripple will support financial and technology education for University of Louisville student-athletes and the broader campus community, with programming covering both traditional finance and digital assets.
Financial terms of the partnership were not disclosed in Louisville’s announcement.
Ripple Continues Push Into College Sports
Louisville represents another step in Ripple’s growing use of college athletics to put the XRP brand in front of mainstream audiences.
The company has increasingly pursued sports partnerships that extend crypto branding beyond blockchain conferences and digital-asset audiences. With Louisville, XRP will now receive repeated national exposure through televised ACC basketball and one of college basketball’s recognizable programs.
The deal was facilitated through Learfield, Louisville’s multimedia rights partner.
XRP Moves Further Into Mainstream Sports
The Louisville agreement is notable because XRP isn’t simply sponsoring an individual event. Its logo is becoming a permanent part of the basketball court throughout the multi-year partnership.
That gives Ripple a physical branding presence alongside Louisville’s traditional sports identity while the educational portion introduces students and athletes to digital assets beyond the advertising itself.
For Ripple, the Louisville partnership provides another route for taking XRP outside crypto-native circles and putting the brand directly in front of mainstream college sports audiences throughout the basketball season.
