JMU Athletics announces branding partnership with UVA Health System

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HARRISONBURG, Va. (WHSV) — JMU Athletics has reached their largest corporate financial agreement in history through a partnership with the University of Virginia Health System.

According to a press release from the university, JMU’s multimedia rights partner, Learfield IMG College, brokered the $3.5 million agreement to feature UVA Health System logos on the new basketball court in the under-construction Union Bank & Trust Center.

The deal stipulates that the logos will appear on the new arean's court for 10 years and the facility's sports medicine area will be permanently named with the sponsorship. An optional extension for another seven years is included in the agreement.

"This is a significant partnership for James Madison Athletics and for our new facility, the Union Bank & Trust Center,” JMU Director of Athletics Jeff Bourne said. “UVA Health System has been a steady partner, and we are thrilled that they valued their involvement with JMU to the extent of such a substantial investment. Our gratitude to the UVA team.”

“UVA Health System has a longstanding relationship with JMU, including specialized sports medicine for JMU student-athletes through UVA Orthopedics, and we look forward to continuing that partnership in the years to come,” said Pamela M. Sutton-Wallace, acting executive vice president for health affairs, University of Virginia Health System and chief executive officer, UVA Medical Center.

In addition to the logo placement on the court and the named sports medicine area, the arrangement also provides additional marketing and promotional benefits to UVA Health System during the football and basketball seasons.

The Union Bank & Trust Center, under construction on JMU's East Campus, is set to open in the fall of 2020.