Duke places Edward Jones logo on Coach K Court in four-year deal

Duke is opening one of college basketball’s most prominent spaces for sponsorship inventory, putting an Edward Jones logo on Coach K Court at Cameron Indoor Stadium as part of a four-year deal negotiated by Learfield.

The court logo sponsorship starts this year and runs through the 2030 college basketball season, with the option to extend the agreement beyond that. Representatives from Duke, Edward Jones and Learfield declined to share any financial details about the deal. However, Learfield President of Sports Properties Kim Damron said the it is “one of the largest investments in college basketball.”

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The partnership came together with Learfield’s Blue Devil Sports Properties group handling the Duke side and Learfield’s corporate partnerships unit and Excel Sports Management working with Edward Jones.

The move represents a break from one of the most protected visuals in college basketball. Duke AD Nina King said the school spent years debating whether to commercialize the court, consulted and got approval from both former men’s basketball coach Mike Krzyzewski and its current men’s basketball coach Jon Scheyer. King said Duke only moved forward once it was confident Edward Jones’ values and financial education plans fit Duke’s mission. King also said Krzyzewski and his family were supportive after hearing how the partnership would work in practice and how the Coach K Court mark would remain in place.

“It wasn’t a decision that we made lightly, and all of a sudden said, ‘Hey, go sell every open space we have in Cameron,'” King said. “I understand folks. Sometimes change is hard, and we have an incredibly rich tradition here, and we respect that. I would just say that the realities of college athletics in 2026 really pushed us in this direction.”

Hema Widhani, principal, chief brand, experience and marketing officer at Edward Jones (left) and Nina King, VP and AD at Duke University, reveal Duke’s new basketball court donning the Edward Jones logo at an unveiling on…

Source link : https://sports.yahoo.com/articles/duke-places-edward-jones-logo-165800163.html

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Publish date : 2026-08-31 16:58:00

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