Ripple installed giant XRP banners on the central scoreboard at the University of Kansas stadium during their game against MTSU, marking a new milestone in their college sports marketing strategy. The company signed three major deals through Learfield with the University of Kansas, the University of Florida, and the University of Louisville, integrating the XRP logo on uniforms, fields, and basketball courts. According to sources familiar with the negotiations, the deal with the University of Florida costs Ripple approximately $5 million per year. For the first time in the history of American college sports, a cryptocurrency logo was integrated as a patch on the uniforms of all teams at a university. Ripple is playing the long game by also funding financial education programs on campuses to build loyalty among the next generation of American investors.
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