UK bringing NIL collective functions in house with launch of BBN United
As Kentucky looks to increase athletic department revenue after the approval of the NCAA’s House legal settlement, the athletic department is bringing the functions of one of its NIL collectives in house.
UK unveiled a new subscription service on Friday called BBN United that will give fans access to exclusive content, special merchandise and exclusive events featuring UK legends. Current memberships in the Club Blue NIL collective will be transitioned to BBN United.
BBN United will be developed and operated by JMI Sports, UK’s multimedia rights partner, and Two Circles, a sports marketing agency whose other clients include the NFL, Premier League, Wimbledon and College Football Playoff. UK did not announce pricing for the memberships Friday, but like existing NIL collectives there will be a tiered pricing structure that gives different levels of benefits based on price.
Among the benefits offered BBN United members:
- Access to premium content like behind-the-scenes features and interviews with coaches and players.
- Members-only merchandise, limited-edition gear and signed memorabilia delivered to members’ homes.
- Invitations to watch parties and meet-and-greets with Kentucky legends.
- Sweepstakes and monthly raffles for fan opportunities.
- Early access and discounts to select UK sporting events and experiences.
The proceeds from BBN United will go toward the $20.5 million in revenue Kentucky will distribute directly to athletes after the House settlement went into effect on July 1.
“We also want to find new buckets (of revenue),” UK athletics director Mitch Barnhart said last week. “Most athletic departments have five buckets. They have tickets, they have fundraising, they have concessions and souvenirs, contracts. Then the last one is your conference revenue sharing from your television deal. Those are the five buckets that have generally occurred for most schools.
“How can you add three or four more buckets as you go forward? That’s our goal.”
Fans can sign up to receive updates in advance of the BBN United launch at BBNUnited.com.
