Kentucky Extends Partnership with JMI Sports Through 2040

JMI Sports will continue to serve as the exclusive multimedia rights holder of UK Athletics. They’re also adding a few more responsibilities as the two extend their partnership over the next 15 years.

At the first board meeting of the new Champions Blue LLC., the artist formerly known as UK Athletics unveiled an extension between JMI Sports from 2034-2040. The deal, which began in 2014, is estimated to be worth $465 million. It’s an estimation based on projected ad revenues.

“It gives us stability,” Mitch Barnhart said following the board meeting. “I think in a landscape that is really crazy, partnerships and names change and move all over the place as fast as the transfer portal. We’ve had a partner we celebrated 10 years with last year… This gives us stability. If you look forward, it gives you a plan, a purpose, and an opportunity to say it’s our pathway.”

Part of that pathway is asking JMI to do more than broadcast games. JMI has created a BBNIL Suite that will serve as Kentucky’s in-house NIL collective. Their goal is to help negotiate deals with brands, and build the athlete’s brand, while also ensuring each deal passes through the newly established NIL Go clearinghouse.

“It gives us an opportunity so that our partners are somewhat protected, said Barnhart. “The intellectual property, institutional property; it’s really important that if people want to use our marks, use our facilities for part of their endorsement property, that’s part of the deal. You come to the University of Kentucky and you’re part of our family and you get to use our things, but also that’s part of the relationship. There’s a responsibility and a right that comes with that.”

This will work in conjunction with the new BBN United initiative. Fans can begin signing up for the UK Athletics VIP club on Thursday. Members will help Kentucky’s revenue-sharing efforts, all while receiving additional perks, like behind-the-scenes access, quarterly gifts, and exclusive content created by JMI.

As a part of the new agreement with JMI, UK will receive 80% of the net revenue from all inventory and advertising opportunities over the next 15 years. That will come in the form of new video signage at Kroger Field and Kentucky Proud Park. Naming rights are also on the table for a proposed entertainment district near campus, and other athletic venues across campus.

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