Indiana adds 'landmark partnership' with basketball court sponsor
· Yahoo Sports
BLOOMINGTON — The famed hardwood at Assembly Hall will look a little different in 2026-27.
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Indiana basketball announced what its describing as a "significant" multiyear partnership with Eli Lilly and Company, a pharmaceutical company based in Indianapolis, that will place the Lilly logo on the court at the famed college venue. The pharmaceutical giant announced court sponsorship agreements with IU and Purdue on Friday afternoon.
The deal comes on the heels of Indiana adding Merchants Bank as field sponsor in football — a deal worth $50 million over 20 years — and official jersey patch partner for all 24 varsity sports programs.
"Simon Skjodt Assembly Hall is one of the most iconic venues in college basketball, and partnering with a world-class, Indiana-based leader like Lilly is a perfect fit,” Indiana athletic director Scott Dolson said in a statement. “Lilly’s unwavering commitment to innovation, excellence, and improving lives mirrors our own mission at Indiana University. We are thrilled to welcome Lilly to Branch McCracken Court and celebrate a landmark partnership that elevates our athletic programs and the opportunities for our student-athletes.”
Finding additional revenue streams has become increasingly important for college athletic departments faced with funding revenue sharing expenses, a number that topped $21 million this year and increases at least 4% annually. Indiana athletics has committed to fully funding that number as it looks to stay competitive in football and basketball.
Dolson has moved aggressively to ensure the department's long term financial health and stability by finding ways to fund those costs, like introducing a personal seat license for football ahead of the 2025 season.
The recent wave of sponsorships is an extension of that effort.
"The success in football really energized the whole department, I hope it energizes our fans as well and shows that in this modern world we can have success,” Dolson told The Herald-Times in 2025. “I think we’ve been able to adapt ever since NIL started and different things came our way, we’ve played our cards as best we can."
Indiana shared videos Friday morning on social media of the logos being painted on the court.
The Hoosiers have them in place for a full slate of games at Assembly Hall next week that includes the men's team opening the season on Monday night against Eastern Illinois and the women's opener on Tuesday night against FGCU.
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This article originally appeared on Indianapolis Star: Indiana adds 'landmark partnership' with basketball court sponsor