The TowneBank Royal Rivalry Challenge is a unique rivalry series that amplifies school pride between Old Dominion University and James Madison University by rekindling a decades-old rivalry steeped in tradition and memorable moments across all shared sport programs as they transitioned together into the Sun Belt Conference. The TowneBank Royal Rivalry Challenge will elevate the excitement and visibility of approximately 20 annual head-to-head competitions between the athletic programs across all sports.
 
Points are awarded for head-to-head competition or for the best finish in mutual conference championship events in sports where head-to-head competition does not occur. Half points are granted in case of a tie. Both regular season and postseason matches are included in head-to-head calculations. Additional points for academic achievements and competitions will also be part of the TowneBank Royal Rivalry Challenge. At the end of each school year, the school that earns the most points will hoist the Royal Rivalry Trophy which is currently being designed by students in both schools' art departments. James Madison won the first challenge in 2022.