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A corporate logo is arriving on Duke University's basketball court under an agreement with Edward Jones, the financial services firm.
Duke joins a growing number of programs choosing to place sponsor branding on their playing surfaces as college sports faces a new financial reality: revenue sharing, which means schools are now expected to pay athletes directly from the money the sport generates.
The short version of why this is happening: college athletics long operated under an arrangement where players received scholarships but no direct payment.
Programs now distribute revenue to players, which tightens budgets and pushes schools toward income sources they once left alone. A naming deal on a high-profile court is one of the faster ways to bring that money in.
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