Cameron Indoor Stadium, which added Coach K Court emblems to its floor in 2000 alongside the Duke logo at midcourt, will now feature wealth management giant Edward Jones on its hardwood.Simon Bruty/Sports Illustrated via Getty ImagesIn an era of upheaval for college sports, Duke University’s Cameron Indoor Stadium has continued to look more or less the same as it has for decades, so it won’t be hard for the 9,314 fans who cram into the college basketball cathedral every game—and millions more watching at home—to notice something different when the Blue Devils take the floor this season.The logo of St. Louis-based wealth management giant Edward Jones will be on the court at Cameron under a four-year sponsorship deal with Duke, the firm announced Monday. The partnership is part of Edward Jones’ broader foray into college sports, a set of deals worth $34 million over four years that was facilitated by college sports marketing firm Learfield and also includes the University of North Carolina and the University of Oregon.Having a corporate logo on the court will be a first for Duke, which has played in Cameron since 1940 and embraced the building’s intimate, uncommodified atmosphere. The creaky wooden bleachers for the courtside student section of “Cameron Crazies” and the no-frills upper bowl bereft of luxury seating are part of its charm, and its floor has remained unchanged since two “Coach K Court” emblems were painted on the hardwood in 2000 to honor Mike Krzyzewski, Duke’s Hall of Fame former men’s basketball coach. The Edward Jones logo will be on both sides of halfcourt opposite those Coach K Court labels, surrounding Duke’s logo at midcourt.“I think we’ve done a really good job of not overcommercializing any of our facilities, so this isn’t something that we did lightly,” says Nina King, vice president and director of athletics at Duke. “I know not everybody is going to immediately embrace a commercial logo on Coach K Court, but we have to adapt with the evolving college athletics model.”King says Krzyzewski, who retired in 2022 after 42 years and five national championships at Duke but remains an ambassador for the school, was consulted about adding the logos to the court and understands why Duke pursued the deal.College athletics programs are eagerly searching for new revenue sources a year after a landmark settlement in the House v. NCAA case opened the doors for institutions to pay their athletes directly, up to a $21.3 million cap for the 2026-27 year. This new revenue-sharing era—building on the name, image and likeness (NIL) deals that have been permitted for college athletes since 2021 and have allowed top players to make millions through endorsement deals and payments from booster-funded “collectives”—has supercharged the arms race to bid for top talent.Duke and Edward Jones say their new partnership goes beyond the money. The two institutions are collaborating on financial education programming open to all Duke athletes that will start in the 2027-28 school year, and athletes will have access to Edward Jones’ 200 financial advisors in the area. In total, Edward Jones employs more than 20,000 advisors serving 9 million clients and overseeing $2.6 trillion in client assets.“College sports became an obvious choice as we thought about sponsorship because that’s where multiple generations, whether it’s students, their parents or grandparents, come together, where loyalty and tradition meet each other,” says Hema Widhani, Edward Jones’ chief brand, experience and marketing officer. “We also believe, with the evolving college sports and NIL landscape, we have a real role to play with college athlete education, and we’d like to play that role.”As part of the partnership, Edward Jones’ name will also appear on the Duke Champions Club, a private area in Cameron reserved for the school’s wealthiest boosters. Edward Jones has not yet announced specifics around its deals with North Carolina basketball—Duke’s top rival—and Oregon athletics, but Widhani says the firm expects to expand further into college athletics with more programs and conferences, hinting that its portfolio will grow by the end of the year.Edward Jones is not the only financial firm to have partnered with a big-name school to increase its brand recognition among college-aged students. Ohio State announced a multi-year partnership with JPMorgan Chase in July that will reportedly pay the university nearly $17 million annually and see the bank’s logo adorn the uniforms of all the Buckeyes’ varsity teams as a jersey patch. The same day, digital bank SoFi announced a similar jersey patch deal with Notre Dame worth a reported $18 million to $20 million annually for six years.King, the Duke athletics director, says that she is open to landing a jersey patch sponsor for the school, which doesn’t currently have any corporate sponsors featured on its uniforms, and that it is “always looking at our available inventory.” Duke has already shown some creativity at finding new revenue streams, signing over the broadcast rights to three high-profile nonconference games in the upcoming men’s basketball season in a multi-year deal with Amazon Prime Video that is believed to be worth millions annually, according to CBS Sports.“We can’t rely on our traditional streams of revenue: ticket sales, concessions, philanthropy,” King says. “All those are absolutely critical, and we still need all of that, but now the focus is on what else and what’s next.”MORE FROM FORBESForbesCollege Football Teams, Desperate For Cash To Pay Players, Are Rushing To Add Premium SeatsBy Sofia ChierchioForbesHere’s Why Trae Young, Steph Curry And Other Pros Are Going Back To SchoolBy Justin BirnbaumForbesWhy A Longtime Super Bowl Advertiser Is Now Tackling College FootballBy Brett KnightForbesThe World’s 10 Highest-Paid Athletes 2026By Brett Knight