The Kansas Jayhawks are the first crypto college. Or at least they’re the first college athletic department to partner with a crypto company to put ads on their jerseys. The school just announced a partnership with cryptocurrency platform Ripple.

The company’s logo will be displayed prominently on both football and basketball uniforms. If that doesn’t make you more excited for school to start, I’m not sure what will.

MORE: Yankees could wear a new jersey for the first time in 90 years

Everything old is new again. With a crypto company buying such prominent placement on the jersey of one of college basketball’s blue bloods, it’s hard to imagine more sponsorships from other companies are going to follow. If Bill Self is okay with this, why would another coach not be?

Between the Kansas cyrpto jersey patch and the school’s entire conference becoming the Monster Energy Big 12, it’s certainly a brave new world of college athletics sponsorship.

Some of you may be old enough to remember when the Miami Heat played in FTX Arena from 2021 to 2023. Sam Bankman-Fried’s cryptocurrency exchange agreed to a 19-year, $135 million deal for naming rights. FTX failed to make their second payment.

The Portland Trailblazers were the first NBA team to put a crytpo firm’s patch on their jersey when they featured the StormX logo in the 2021-2022 season. That “multi-year deal” ended before the next season started.

Of course, not all cyrpto deals fall through. Crypto.com, the biggest spender, has the Lakers arena and other partnerships and jersey patches wherever you look. The brand was even displayed on the White House lawn during a UFC event.

This is clearly a new era where you can put any company anywhere and no one will bat an eye. Kansas is just leading the way.