Ripple is expanding XRP’s mainstream sports marketing through a multi-year partnership with Florida Athletics announced Sept. 4, reportedly worth about $5 million per year. The agreement places XRP logos on both 25-yard lines at Ben Hill Griffin Stadium and covers digital properties, events and financial-technology education. Florida is not required to hold XRP or use the XRP Ledger for payments. The deal follows Ripple’s five-year partnership with Kansas Athletics, where XRP branding appears on uniforms and across other athletic properties. XRP was trading around $1.45 in early September, about 48% below its level a year earlier, despite recovering from an August low and rising futures activity. Traders continue to focus on regulation, institutional demand, ETF flows and broader crypto-market conditions, which may have a greater effect on the token’s price than stadium advertising.