JMU Athletics Partners with University’s School of Professional & Continuing Education on Field Logo Placement at Bridgeforth Stadium

HARRISONBURG, Va. (Aug. 14, 2025) – James Madison Athletics and JMU Sports Properties are proud to announce JMU's School of Professional and Continuing Education (SPCE) as the first on-field logo sponsor in Dukes history as part of a multi-year partnership. For the next four years, JMU and college football fans in-venue and across the country will see the SPCE logo proudly adorning both 25-yard lines of Zane Showker Field at Bridgeforth Stadium.

The agreement makes SPCE the first on-field logo sponsor for a Division I college football program announced publicly in the state of Virginia. It is also the first partnership to feature an internal university academic entity as the on-field logo sponsor for its university's athletics program across nearly 150 individual properties under the portfolio of Learfield.

"We're especially thrilled for this groundbreaking partnership between JMU Athletics and the JMU School of Professional and Continuing Education," JMU Director of Athletics Matt Roan said. "Not only does this enhance our revenue, which allows us to maximize student-athlete opportunities and enhance the experience we can provide, it is most remarkable in that it is a testament to part of the mission of collegiate athletics, which is to shine a spotlight on the institution and, in this case, promote lifelong educational opportunities for our community. We're grateful for the commitment of the SPCE leadership, as well as for the efforts of our JMU Sports Properties leadership and team."

A dedicated partner of JMU Athletics since 2009, the expanding partnership with SPCE also includes additional visibility through in-venue signage and multimedia campaigns leveraging JMU's Official Athletics Website and ESPN+ streaming broadcasts.

"This partnership reflects the heart of our mission at SPCE—opening JMU's doors wider and taller to serve our entire community," Dean of JMU's School of Professional and Continuing Education Dr. Nick Swartz said. "Whether it's youth programs, lifelong learning for seniors, continuing education, or workforce development, our work is outward-facing and rooted in access and opportunity. We're proud that our logo on the field symbolizes the broad reach of JMU's commitment to learners of all ages and stages, and this partnership with Athletics helps share that message with a wider audience."

"SPCE plays a vital role in helping JMU fulfill its mission as a university that serves the community and beyond," Interim Provost Dr. Bob Kolvoord said. "This partnership exemplifies how academic and athletic collaboration can elevate institutional visibility while reinforcing our shared dedication to innovation, access, and community engagement."

As the on-field logo sponsor, SPCE branding will be visible to nearly 25,000 fans in attendance during each of the Dukes' six home football games in 2025 while providing significant TV exposure to the nationwide JMU fanbase.

"We are thrilled to see JMU's School of Professional and Continuing Education represented on Zane Showker Field for the next four years of Dukes Football," said JMU Sports Properties Manager of Business Development Frank Scicchitano. "It's a privilege for us work together within the JMU community and continue to advance each other's missions for the betterment of James Madison University."

JMU Sports Properties, the locally based team of Learfield – the media and technology company powering college athletics – is the exclusive multimedia rights holder for James Madison University Athletics and oversees all sponsorship agreements on behalf of the Dukes.

About SPCE
The School of Professional and Continuing Education collaborates with individuals, businesses, and communities through transformative educational programs and experiences in an effort to champion and advocate for the access and success of all learners and non-traditional students, empowering them to learn for a lifetime.

About JMU Athletics
James Madison University is a public institution in the Commonwealth of Virginia located in Harrisonburg. Nicknamed the Dukes, JMU competes at the NCAA Division I Football Bowl Subdivision level and sponsors 18 sports, six male and 12 female. The department features approximately 450 student-athletes while the university holds an overall student enrollment of 22,879. The Dukes are part of the Sun Belt Conference for most sports, with additional memberships in the American Conference (lacrosse, swimming & diving), the Mid-American Conference (field hockey) and the ECAC.

About Learfield
Learfield is the leading media and technology company powering college athletics. Through its digital and physical platforms, Learfield owns and leverages a deep data set and relationships in the industry to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties. With ties to over 1,200 collegiate institutions and over 12,000 local and national brand partners, Learfield's presence in college sports and live events delivers influence and maximizes reach to target audiences. With solutions for a 365-day, 24/7 fan experience, Learfield enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative marketing initiatives, NIL solutions, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors' Cup, supporting athletic departments across all divisions.

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