JMI shells out massive money for the Wildcats
The University of Kentucky has made one of the biggest financial commitments in its athletics history, announcing a $465 million extension with JMI Sports that will keep the partnership in place through 2040.
The deal, endorsed Tuesday morning by the Champions Blue Board of Governors, isn’t just about keeping ads on the scoreboard. It’s a sweeping agreement that folds in multimedia rights, NIL strategy, facility naming opportunities, and fan experience upgrades — all in one long-term package.
“This amendment to our multimedia rights deal — forged with a trusted partner in JMI Sports — underscores the idea that we will be strategically aggressive and smartly innovative as we seek a financial trajectory that ensures we remain one of the top athletics programs in the country,” UK President Eli Capilouto said.
Athletics Director Mitch Barnhart framed it even more directly: this is about putting “championship rings on fingers and diplomas in hands” while creating revenue streams that can survive the modern era’s financial arms race.
What’s in the deal:
Extension to 2040 — locking in a revenue stream for 15 more years.
80/20 revenue split — UK keeps the lion’s share of net revenue from inventory and advertising.
NIL Integration — JMI will directly manage school-connected NIL opportunities.
New ad space — from Kroger Field end zone video boards to Kentucky Proud Park signage.
Facility naming rights hunt — JMI will seek new corporate sponsors for venues.
The pros:
- Long-term stability in an era of economic uncertainty.
- Integrated NIL and media rights strategy under one roof.
- Immediate facility upgrades and new revenue categories.
- The scale — $465M puts UK among the biggest deals in college athletics.
The cons:
- Committing until 2040 leaves little flexibility if the market changes.
- NIL operations tied to one partner could limit competition for athlete deals.
- Potential risk if fan engagement strategies or sponsorship categories stagnate over time.
For now, UK is betting on scale and security. Champions Blue — the university’s new athletics holding company — will use the guaranteed revenue to fund over $100M in facility upgrades, explore an on-campus entertainment district, and keep pace in the SEC’s never-ending facilities race.
Since JMI’s first deal with Kentucky in 2014, the partnership has grown into a blueprint for bundled athletic operations. This latest expansion could make UK a case study in how schools navigate the next decade — or a cautionary tale about how quickly “locked in” can become “boxed in.”