The University of Kentucky has officially announced a groundbreaking $465 million media rights deal with JMI Sports. Making it one of the largest multimedia rights deals in college athletics history. The agreement, which runs through 2040, was unveiled at the inaugural meeting of the Champions Blue Board of Governors.
What the Deal Covers
- Multimedia & Advertising Rights. JMI will manage venue signage, field-level video boards, and broadcast assets. With significant upgrades at Kroger Field and Kentucky Proud Park beginning in the 2025–26 season.
- NIL Operations. JMI will also oversee Name, Image, and Likeness (NIL) opportunities for UK athletes. Helping players secure brand deals and sponsorships while leaving roster decisions to the university.
- Revenue Model. Under the structure, 80% of net revenue from advertising and inventory will go back to the university and Champions Blue.
- Facility Development. JMI will advise on naming rights. Facility upgrades and fan engagement—strategies designed to enhance both revenue and the gameday experience.
Why It Matters
UK President Eli Capilouto called the deal a “strategic move to keep Kentucky at the forefront of college athletics.” At the same time, Athletics Director Mitch Barnhart emphasized that the revenue will help deliver both “championship rings and diplomas.”
The President of JMI Sports states that the company is ready to utilize its existing partnerships.
The Bigger Picture
This massive deal places the University of Kentucky among the most financially secure athletic programs in the nation. Similar agreements are seen at powerhouse schools in the SEC and Big Ten. With the landscape of college athletics rapidly evolving. The deal ensures that the UK remains competitive on and off the field for decades to come.