James Madison University Athletics has released the full promotional schedule for its 2026 softball season, with Lakeside Book Company as the presenting sponsor. The Dukes are set to play their fourth season in the Sun Belt Conference at Bank of the James Field at Veterans Memorial Park.
The team recently concluded the Lakeside Book Company Invitational with two consecutive wins and is preparing for a series of out-of-conference home games before starting conference play. Fans attending early-season matchups against Michigan, Liberty, and Virginia will find various giveaways, including JMU eye black on March 4 and 10, as well as a green JMU Softball St. Patty’s Day button on March 17. Limited schedule magnets will also be distributed.
Home conference play begins March 20 when JMU hosts Coastal Carolina for Throwback Weekend, featuring celebrations themed around the ’80s, ’90s, and 2000s. Saturday’s game will serve as Community Day in partnership with UVA Community Credit Union.
The following weekend features Heroes Weekend during the series against South Alabama Jaguars. Friday’s Faculty & Staff Appreciation Game is presented by CommonWealth One Credit Union. “It’s a Siren Saturday, honoring our first responders, and Salute to Service Sunday to applaud service members on Vietnam Veterans Day,” according to JMU Athletics.
A Sun Belt Conference series against Louisiana Ragin’ Cajuns starts April 10. Events planned include Duke Dog Pocketful of Sunshine shirt giveaways on Friday, temporary tattoos during Saturday’s Ink’d Game, and exclusive hair accessories for Youth Sports Day on Sunday—presented by Shenandoah Valley Electric Cooperative.
The final home series brings Georgia State to Eagle Field at Veterans Memorial Park for Alumni Weekend and Senior Day. Team trading cards will be available throughout the weekend at marketing tables. A pregame Senior Day ceremony is scheduled for Sunday, April 26.
JMU Softball is offering several exclusive experiences for kids this season. Post-game autograph sessions are set for select Saturdays (March 21, March 28, April 11, April 18), while children can run the bases after games on Sundays (March 22, March 29, April 12). Additional experiences can be reserved through JMUSports.com/SBexp; however, submitting interest does not guarantee participation as staff must confirm availability via email.
Admission to all JMU softball games at Veterans Memorial Park remains free of charge. Fans should note that only debit or credit cards will be accepted for purchases at athletic events; mobile payment options such as Apple Pay and Google Pay are supported but reverse ATMs will not be available onsite.
For more details about each promotion during the upcoming season visit JMUSports.com/SBexp.
