Kentucky Athletics has cemented its multimedia and NIL strategy for the next 15 years by extending its exclusive partnership with JMI Sports through 2040, a deal valued at approximately $465 million based on projected advertising revenue.
This provides UK with rare long-term stability amidst the rapidly shifting college sports landscape. As part of the expansion, JMI will not only continue to broadcast games but will take on new responsibilities including managing Kentucky Athletics’ in-house NIL collective, known as the BBNIL Suite.
The BBNIL Suite is designed to streamline NIL deals, assist athletes in brand-building, and ensure all agreements pass through the newly formed NIL Go clearinghouse, providing oversight and protection for both athletes and the university’s intellectual property.
UK Athletics will receive 80% of net revenue from media inventory and advertising, funding upgraded signage at athletic venues and opening possibilities for future naming rights in a proposed entertainment district.
Alongside this, fans can now join the UK Athletics VIP club for exclusive access and perks, supporting Kentucky Athletics’ revenue-sharing initiatives. This comprehensive approach blends athletic branding, NIL support, and fan engagement, ensuring UK remains competitive and innovative through 2040.
