As revenue sharing begins, Kentucky adjusts ticket policies—fans will feel the pinch
Mark Stoops famously said fans should "pony up" to get money for his program. Well now, BBN will be doing so whether they want to or not; if they visit Rupp or Kroger Field for a game that is. Starting this week, the University of Kentucky is quietly reshaping the fan experience at its athletic events—and for many families and employees, the changes will sting.
The biggest shift: children will now require full-price tickets. Previously, fans could purchase a $10 seat for a small child who would then sit in the adult’s lap. That policy is no more. Moving forward, every person—regardless of age or size—must hold a valid ticket to enter. For young families, that means significantly higher costs just to attend a game.
That’s not the only tradition on the way out. UK Athletics also announced that the long-standing discount offered to university employees will be phased out by 2027. A department spokesperson emphasized that, “because our campus colleagues are such valued parts of our community and fandom, we want to make these changes in a phased manner. We will remain committed to offering access to events for university employees and fans.” Some targeted discounts will still be offered throughout the year, but the broader employee benefit is on borrowed time.
These changes come just as Kentucky becomes one of the first schools to formally adopt a revenue-sharing model with athletes—marking a historic shift in college sports economics. Beginning July 1, programs are now allowed to share up to $20 million annually with their athletes. That money has to come from somewhere. That is why Club Blue LLC was founded earlier this summer, so Kentucky could manage money coming in and help pay for NIL.
While UK hasn’t added any new surcharges yet—like Tennessee’s “talent fee” instituted last fall—it may only be a matter of time. As NIL and revenue sharing drive up the cost of doing business, that cost is beginning to flow downstream. Families, employees, and everyday fans are now footing part of the bill to keep Kentucky competitive in the modern era of college sports.