Ripple Invests Heavily in Mainstream Sports Exposure

Ripple is expanding its marketing efforts to get more exposure for its XRP token in mainstream sports. The company has partnered with Florida Athletics, a multi-year deal reportedly worth $5 million per year, which places XRP logos on both 25-yard lines at Ben Hill Griffin Stadium.

The partnership follows Ripple's five-year agreement with Kansas Athletics, where XRP branding appears across uniforms and other athletic properties.

While the deal aims to increase XRP's visibility, its price remains stagnant. As of early September, XRP was trading around $1.45, roughly 48% below where it traded a year earlier.

The strategy may be less about immediate token demand and more about building familiarity with a wider audience. College football gives XRP exposure to millions of people who may never attend a blockchain conference or regularly use crypto exchanges.