Ripple is taking its crypto-in-college-sports playbook to the Swamp, striking a multi-year marketing agreement with the University of Florida that will place the XRP logo on the field at Ben Hill Griffin Stadium beginning this football season.

Florida Athletics announced the deal on Friday, saying XRP branding will appear on the field as well as on digital properties and event signage in Gainesville. Beyond the marketing arrangement, Ripple committed to supporting financial and technology education for Florida student-athletes and the wider campus community, covering both traditional finance and digital assets. Financial terms were not disclosed.

"Florida has a long history of embracing innovation and technology to enhance the experience of our fans and advance our programs," University of Florida Director of Athletics Scott Stricklin said in a statement. "Ripple has established itself as an innovative leader in financial technology, and we're excited to welcome XRP to Gator Nation."

The Gators agreement marks Ripple's latest push into college athletics. Earlier this year, the company struck a multi-year deal to place the XRP logo on the University of Kansas Jayhawks' basketball jerseys (https://decrypt.co/373039/xrp-logo-kansas-jayhawks-jerseys-ripple-multi-year-deal), an unusual foray for a crypto brand into the marketing real estate of major college sports programs. Such deals have become newly feasible in the college sports landscape, where athletes' ability to profit from their name, image, and likeness since a 2021 NCAA policy shift has drawn brands—including crypto companies—deeper into campus athletics marketing.

The branding push comes as XRP's price has held steady without much movement. The token traded around $1.41 (https://decrypt.co/price/xrp) on Friday, up 0.6% over 24 hours, according to CoinGecko—leaving it up roughly 34.9% over the past 30 days but still down about 49.8% over the past year.

Spot XRP ETF demand, a recent tailwind, has cooled. Flows were essentially flat on Sept. 4, and as Decrypt reported, the funds recently ended an inflow streak (https://decrypt.co/377284/bitcoin-etfs-rebound-ethereum-xrp-end-streaks). Decrypt's XRP ETF tracker now reads XRP sentiment as "neutral," though cumulative net inflows still stand at approximately $1.6 billion.

The sponsorships arrive as Ripple leans into mainstream visibility, having spent years building out its payments, custody, and treasury business lines and recently rolling out its RLUSD stablecoin. Sports marketing has been a favored vehicle for crypto firms seeking mainstream recognition, from exchange sponsorships of professional leagues and arenas to stadium naming-rights deals in recent years. With the Florida agreement, Ripple now has branding footholds in both basketball and football at major-conference programs, and further campus partnerships would offer a measure of whether the strategy is expanding into a broader college sports push.