UofL partnership with crypto company, logo to be placed on Denny Crum Court

UofL partnership with crypto company, logo to be placed on Denny Crum Court

Denny Crum Court at the KFC Yum! Center will look a little different for Cardinal basketball home games this season.

Louisville Athletics announced a multi-year partnership with Ripple, a cryptocurrency company that uses XRP as its digital currency.

This partnership will see the XRP logo permanently placed on Denny Crum Court for every Louisville home game.

"Ripple was very intentional about aligning with premier basketball brands, and we're proud that Louisville was one of the programs they identified," said UofL AD Josh Heird in a statement. "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."

In addition to the logo appearing on the court, XRP logos will be visible on TV via courtside signage, along with in-venue branding and promotions throughout the Yum! Center.

Additionally, Ripple will support financial and technology education for UofL student-athletes and the campus community. This will cover traditional finance and digital assets.