Ripple has signed a partnership with Louisville Athletics, placing XRP branding on Denny Crum Court basketball arena, marking its third major US college-sports deal in roughly ten weeks. Previous agreements include Kansas with XRP patches on uniforms in a five-year deal, and Florida with on-field branding at Ben Hill Griffin Stadium for approximately $5 million annually. This campaign builds on the University Blockchain Research Initiative launched in 2018, which supports over 60 universities across 27 countries. XRP has experienced significant volatility, dropping from $1.09 on July 8 to below $1 in mid-August before rallying to an intraday high of $1.695, then retreating to around $1.41. The key question remains whether this visibility will translate into actual XRP use for payments, ticketing, or donations.
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