New UK athletics LLC approves extension with JMI Sports at its first meeting
The new LLC overseeing Kentucky’s athletic department approved a six-year extension to UK’s multimedia rights partnership with JMI sports.
The new deal would run through 2040 and be worth an estimated $465 million in guarantees, including the initial 15-year, $210-million deal signed in 2014. The $465 million figure is an estimate because it includes projected revenue growth from new sponsorship and advertising opportunities.
“It gives us stability,” UK athletic director Mitch Barnhart said. “I think that in a landscape that’s really crazy, and 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 (JMI) last year
“… You look going forward, it gives you a plan, purpose and an opportunity to save. And that’s our pathway.”
Under the terms of the new agreement, UK would receive 80% of all revenue from inventory and advertising opportunities over the next 15 years. JMI Sports will also take over responsibility for negotiating name, image and likeness endorsement deals for UK athletes. UK announced last week it was moving the functions of the previously independent NIL collective Club Blue in house in a subscription service called BBN United that will be run by JMI Sports and sports marketing agency Two Circles.
The first visible effect of the new deal fans will notice is the addition of advertising ribbon boards on the end zone walls at Kroger Field. Those boards were in place during Tuesday’s Champion Blue board of governors meeting in the Kroger Field recruiting room. JMI Sports will sell advertising for those boards that will be visible during games.
UK is also adding additional advertising signage at Kentucky Proud Park, the school’s baseball stadium, including signs behind home plate.
JMI is also “actively pursuing additional facility naming rights across athletics venues,” JMI Sports president Paul Archey told the Champions Blue board during his presentation about the new agreement. Barnhart pointed to the proposed fan entertainment district to be built outside of Kroger Field as one opportunity for a potential naming rights agreement. UK and JMI have four years left on the naming rights contract with Kroger for the football stadium. Central Bank holds a naming rights agreement for the renovated convention center downtown that includes Rupp Arena.
“College athletics is going through transformation,” Archey told the board. “There’s no better brand that we would want to partner with this type of relationship. I believe it positions Kentucky to be able to compete for championships and educate.”
This story was originally published August 12, 2025 at 10:32 AM.