INDIANA — In an unprecedented commercial agreement spanning one of college sports’ most storied rivalries, Eli Lilly and Company will have its logo prominently displayed on the basketball courts of both Indiana University’s Simon Skjodt Assembly Hall and Purdue University’s Mackey Arena.
The multiyear partnership—announced jointly by Lilly, IU Athletics, Purdue Athletics, and sports media rights agency Learfield—marks the Indianapolis-based pharmaceutical giant’s first full corporate sports sponsorship in college athletics.
Under the terms of the deal, the Lilly corporate mark will feature on Branch McCracken Court in Bloomington and Keady Court in West Lafayette. The branding will appear on the floors for both men’s and women’s basketball programs at each university, giving Lilly high-visibility, year-round exposure during national telecasts and home games.
Beyond game-day floor presence, company officials emphasized that the collaboration is designed to showcase career pathways for students and alumni across the state. Lilly is currently expanding its footprint in Indiana, highlighted by a massive manufacturing campus under construction in Lebanon. The pharmaceutical leader aims to leverage the collegiate partnership to bolster talent recruitment in science, technology, business, and advanced manufacturing.
According to Deana Barnes, executive vice president of sports properties at Learfield, Lilly, Indiana, and Purdue each have extraordinary histories of excellence and impact in the state of Indiana. Creating a platform that authentically connects these brands with fans while supporting future workforce development makes this a truly unique opportunity.
For both athletic departments, the deal represents a natural evolution in a rapidly changing college sports landscape, where universities are increasingly turning to corporate court, field, and jersey sponsorships to fund operational budgets and new revenue-sharing commitments with student-athletes.
IU Athletic Director Scott Dolson praised the agreement as an ideal alignment of organizational missions, pointing to a shared commitment to innovation, community engagement, and improving lives.
Purdue Athletic Director Tommy McClelland echoed that sentiment, noting that the relationship extends beyond the hardwood and builds upon decades of academic and scientific collaboration. Lilly’s institutional connections with Purdue span more than 120 years and over 60 years with Indiana University, primarily anchored in medical research, health sciences, and higher education initiatives.
While financial terms of the agreement were not publicly disclosed, the corporate court placement marks the first time commercial sponsor logos will be painted onto the main hardwood surfaces at both historic venues.
Fans will get their first look at the new court graphics as the 2026–27 college basketball season tips off.
