JMU academic unit puts its mark on Bridgeforth playing field

The School of Professional and Continuing Education (SPCE) at James Madison University has a prime location for JMU football games, with its logo now displayed at the 25-yard line at each end of the field.  

Nick Swartz, dean of SPCE, says his school's partnership with JMU Athletics will go a long way in its efforts to boost name recognition to a broad array of nontraditional learners looking for a good fit to advance their careers.  SPCE has partnered with JMU Athletics for many years, and this latest initiative expands that partnership to reach more individuals and families—further strengthening their shared commitment to access, opportunity and community engagement.  

"This partnership reflects the heart of our mission at SPCE—opening JMU’s doors wider and taller to serve our entire community," 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." 

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. 

"SPCE plays a vital role in helping JMU fulfill its mission as a university that serves the community and beyond," Interim Provost 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." 

SPCE serves more than 2,000 learners annually through professional certificates, degree completion pathways, youth programs, and lifelong learning courses. With JMU football reaching one of the university’s largest audiences, this partnership ensures that SPCE’s message of access, opportunity, and lifelong learning is shared with fans across the region and the nation. 

SPCE 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.