Boxed-Off Ad at Vermont for AE Tourney

I thought Vermont's court, from which this year's America East men's tournament final today was televised, had some unusual features (see screen-capture below). Advertisements on courts are not uncommon. I don't recall, however, ever before seeing an ad set apart in its own box, the way the Vermont/America East court did for Newman's Own (the foundation of the late actor Paul Newman, which sells food products). The white America East logo against the wood of the key also looked interesting. Designers should just make sure a logo is visible, which it barely was in this case, I would say.