Supporting Indiana’s collegiate athletic programs matters for business and community
In college sports, brand loyalty is an unparalleled level of commitment — fans stay through losing streaks, coaching shifts and decades of “maybe next year.” We stake our flags in the ground for years after graduation, igniting friendly debate and competition, shelling out money to be a part of the gameday action and proudly brandishing team logos. College sports bring people together like nothing else — so why not harness the power of this brand loyalty for business?
As the owner of Trueblood Real Estate, a real estate brokerage in Indiana with a newly opened location in South Bend, I’ve learned that business isn’t just about transactions — it’s about relationships, community, and investing in the places where people live and work. That’s why supporting collegiate athletics across our state isn’t just something I believe in personally, it’s something I see as a smart and meaningful partnership for businesses like mine that can also translate into other businesses and industries.
As a lifelong fan of collegiate athletics — and former athlete myself — I see tremendous value in supporting college sports programs in Indiana and have led our team at Trueblood to partner with Indiana University, Purdue University, and most recently, the University of Notre Dame.
College athletics bring people together in a way few other things can. For those of us running businesses in these communities, that energy and connection create a powerful opportunity to engage with the people we serve every day. These partnerships aren’t just about putting our name on the scoreboard, they’re about cultivating culture, showing our deep-rooted passion for these programs and schools and investing in our communities.
What I’ve found since entering our first partnership in June 2023 is that college sports provide a natural platform for building authentic relationships. Our shared experiences create connections that extend well beyond the final buzzer. As a real estate professional, I know that people like working with businesses they feel aligned with. Supporting collegiate programs helps build that connection and trust in a genuine (and lighthearted) way.
But the impact goes beyond business development. Collegiate athletics are also engines for economic activity throughout Indiana. When teams host games and tournaments, local restaurants, hotels and small businesses see the ripple effects. Universities attract students and families from across the country, many of whom eventually decide to build their lives here. As someone who helps people find homes and establish roots, I see firsthand how college communities help strengthen the long-term vitality of our cities and towns.
There’s also something inspiring about supporting student-athletes. Trueblood prioritizes hard work, dedication, and having fun along the way — something we see in these athletes as well. When businesses partner with athletic programs, we’re helping create opportunities for students to grow, compete, and set themselves up for success after graduation, oftentimes right here in this community. That’s something worth investing in.
Indiana has long been known for its love of sports, and our colleges and universities are at the heart of that tradition. As business leaders, we have the opportunity to play a role in sustaining it and ultimately helping our towns thrive. In my experience, when you support collegiate athletics, you’re not just backing a team — you’re investing in the community that surrounds it.
