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Cameron Indoor Stadium will have a different, more corporate look this basketball season.
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The university announced Monday that a corporate logo would be placed on the playing court as part of a four-year agreement with the national financial services firm Edward Jones.
Financial details of the agreement were not disclosed by the university as the Blue Devils joined a growing number of NCAA schools using corporate sponsors to increase their annual athletic revenue.
It’s estimated that more than 50 high-major basketball programs have on-court logos on their home floors. In the ACC, N.C. State (Lenovo), North Carolina (Novo Nordisk) and Louisville (KFC) are among the schools with corporate logos.
The Blue Devils renamed the playing surface at Cameron Indoor “Coach K Court” on Nov. 17, 2000, following Mike Krzyzewski’s 500th win as Duke men’s coach.
As part of the deal with Edward Jones, Duke announced the firm will introduce financial education workshops for its athletes beginning with the 2027-28 school year.
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“Edward Jones has approached this partnership with genuine curiosity about what our students and our department need most,” Duke athletics director Nina King said in a statement. “The breadth of this relationship says a lot about their desire to connect with our community, and the investment in our student-athletes make it clear that Edward Jones will be a meaningful partner with Duke athletics for years to come.”
With NCAA schools adopting with a revenue-sharing model for its athletes – a $21.3 million cap for 2026-27 – schools are constantly seeking newer and bigger revenue streams. The NCAA has approved the use of uniform patches and many football stadiums have corporate logos on the playing fields.
Novo Nordisk, a Danish pharmaceutical and healthcare company, became the first corporate sponsor to have logos placed on Roy Williams Court at the Smith Center at UNC.
Cameron Indoor Stadium, which opened in 1940, hosts both men’s and women’s games. Both were ACC champions last season and have strong brands that bring more national exposure.
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This story was originally published August 31, 2026 at 1:15 PM.