Louisville Athletics Announces Strategic Brand Partnership with Ripple Bringing XRP Cryptocurrency to Louisville Basketball

 – Louisville Athletics announced today a multi-year partnership with Ripple, the leading provider of blockchain-based enterprise solutions across traditional and digital finance, bringing XRP branding to Louisville Basketball beginning this season.  

XRP is a cryptocurrency that's fast, credible and efficient. In use since 2012 and trusted by institutions worldwide, XRP was developed to move money around the world in seconds, at a fraction of the cost of traditional banking.  

As part of the agreement, the XRP logo becomes a permanent fixture on Denny Crum Court for every Louisville home game — preserving the court's history alongside XRP branding across Louisville Men's and Women's Basketball. Coach Crum's iconic insignia will remain a permanent fixture on the playing surface inside the 3-point arc.  

"Ripple was very intentional about aligning with premier basketball brands, and we're proud that Louisville was one of the programs they identified," said Vice President and Director of Athletics

. "That speaks to the strength of our basketball tradition, the national reach of the Louisville brand and the passion of our fan base. As college athletics continues to evolve, we want to align with partners who recognize the value of what Louisville represents while respecting the history that helped build it. This partnership does both, and I'm especially proud that we're able to move forward in a new and innovative way while continuing to honor Coach Crum and the legacy of Denny Crum Court."