Ripple puts XRP on Louisville basketball court

Type: Branding - court sponsorship and financial education
Sport: Basketball / NCAA
Announced: September 2026

• XRP branding will appear on Denny Crum Court throughout Louisville’s men’s and women’s home games, with additional courtside signage and placements around the KFC Yum! Center. The sponsorship will also extend across Louisville Athletics’ digital channels, social media and radio coverage.

• The court placement will sit alongside the existing tribute to Coach Denny Crum. The Coach Denny Crum logo will remain inside the three-point arc, while XRP takes a new position on the court. Financial terms of the multi-year agreement were not disclosed.
• Josh Heird, Vice President and Director of Athletics at Louisville, said: “Ripple was very intentional about aligning with premier basketball brands, and we’re proud that Louisville was one of the programs they identified.” He added that the partnership allows Louisville to move forward with a new commercial partner while continuing to honor Crum’s legacy.
• The deal also includes financial and technology education programs for Louisville student-athletes and members of the campus community. The university said the sessions will cover traditional finance and digital assets, although it has not disclosed the curriculum, schedule or instructors.
• Kim Damron, President of Learfield Sports Properties, said: “Louisville is among the most respected programs in college basketball, providing an extraordinary platform for brand partners to engage fans not only locally but on a national scale.” Learfield manages commercial partnerships for Louisville Athletics and will support the sponsorship across the university’s media inventory.
• Louisville is the latest college sports partnership in Ripple’s growing U.S. sports strategy. The deal follows Ripple’s multi-year partnership with Florida Athletics, where XRP branding began appearing during the 2026 football season. Louisville extends that strategy into both men’s and women’s basketball.

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