The University of Kentucky (UK) has announced a series of significant developments in its athletic program. They have announced an extended partnership with JMI Sports, a new LLC for the athletic department, a Nike apparel deal extension, and the launch of BBN United, a new NIL initiative.
The JMI Sports partnership is a $465 million extension through 2040, while the Nike deal is a 10-year extension, according to the Lexington Herald Leader. The new LLC, “Champions Blue,” aims to provide the athletic department with greater financial flexibility. Finally, BBN United is a new fan membership platform designed to support student-athletes through revenue sharing, according to On3.
Kentucky Athletics is implementing several strategies to generate revenue in the new era of college sports, characterized by revenue sharing with student-athletes, according to multiple reports from July and August 2025. These strategies aim to help the department manage the projected $20-30 million annual increase in costs associated with revenue sharing with athletes.
1. Extended Partnership with JMI Sports: The University of Kentucky has extended its multimedia rights partnership with JMI Sports through 2040. The deal is valued at more than $465 million, making it one of the largest in college athletics, according to A Sea Of Blue. JMI Sports will continue to be the exclusive media rights holder for UK Athletics.
2. New Champions Blue LLC: The UK Athletics Department will transition to a new non-profit holding company called Champions Blue, LLC. This LLC will provide the department with increased flexibility to pursue new revenue streams, including public-private partnerships and potential real estate transactions.
3. Nike Apparel Deal Extension: UK Athletics has signed a 10-year extension with Nike for their apparel contract. The deal runs through the 2034-35 school year. The annual allotment from Nike to UK has significantly increased, according to Yahoo Sports.
4. Launch of BBN United: BBN United is a new fan membership platform that aims to support student-athletes through revenue sharing. All proceeds from BBN United memberships will go directly to revenue sharing. The platform builds upon the foundation laid by Club Blue, a previous UK partner in the NIL era.
These innovations are driven by the evolving college sports landscape, including the House Settlement, which allows schools to share up to $20.5 million annually with student-athletes, increasing by 4% each year. Kentucky’s athletic director Mitch Barnhart emphasizes the need for creativity and new revenue generation to maintain competitiveness in this new environment. The goal is to not only survive but thrive in this changing landscape.
Check out more on the Champions Blue, LLC here.
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