In an era of upheaval for college sports, Duke University’s Cameron Indoor Stadium has continued to look more or less the same as it has for decades, so it won’t be hard for the 9,314 fans who cram into the college basketball cathedral every game—and millions more watching at home—to notice something different when the Blue Devils take the floor this season.

The logo of St. Louis-based wealth management giant Edward Jones will be on the court at Cameron under a four-year sponsorship deal with Duke, the firm announced Monday. The partnership is part of Edward Jones’ broader foray into college sports, a set of deals worth $34 million over four years that was facilitated by college sports marketing firm Learfield and also includes the University of North Carolina and the University of Oregon.

Having a corporate logo on the court will be a first for Duke, which has played in Cameron since 1940 and embraced the building’s intimate, uncommodified atmosphere. The creaky wooden bleachers for the courtside student section of “Cameron Crazies” and the no-frills upper bowl bereft of luxury seating are part of its charm, and its floor has remained unchanged since two “Coach K Court” emblems were painted on the hardwood in 2000 to honor Mike Krzyzewski, Duke’s Hall of Fame former men’s basketball coach. The Edward Jones logo will be on both sides of........

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