Duke is putting a sponsorship logo on one of the most famous floors in college basketball.
For the first time in program history, Cameron Indoor Stadium’s “Coach K Court” will feature a brand mark, thanks to a four-year partnership with Edward Jones. Duke University athletics announced that Edward Jones is now the official wealth management partner of Duke basketball, and the agreement runs through 2030.
The logo will sit on the opposite side of the floor from “Coach K Court,” and the hospitality space inside Cameron Indoor Stadium will now be known as the “Duke Champions Club Presented by Edward Jones.”
Starting in the 2027-28 season, Edward Jones will also have wealth management category exclusivity for Duke Basketball, according to the university’s release. The partnership will include financial education workshops for Duke student-athletes as well.
Duke Vice President and Director of Athletics Nina King said the school spent time waiting for the right fit before moving forward with a court sponsorship.
"We weren't going to do this until we found somebody that we felt like was a great fit for Duke athletics and Duke University, frankly," King said. "A company that has the values and mission alignment with Duke University that can benefit our Duke community, not just Duke student-athletes."
She also pointed to the company’s approach to the relationship.
"Edward Jones has approached this partnership with genuine curiosity about what our students and our department need most," King said. "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."
The deal was first announced in June.
Mike Krzyzewski, whose name has been on the court since it was dedicated and renamed in 2000, was involved in the process as well. Krzyzewski won five National Championships during his 42-season run as Duke’s men’s basketball head coach.
Duke had not previously placed a sponsorship logo on its court, even as other major programs have moved in that direction. Now, with college athletics changing fast, the school has made its first move onto that path.
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