UPDATE:The board has passed this, during their meeting today.
In a historic and forward-thinking move, the University of Kentucky Athletics Department may soon become part of a new holding company — Champions Blue, LLC — in an effort to generate more revenue, manage rising costs, and remain one of the top athletic programs in the country.
🧠 What does this actually mean?
UK is proposing to shift the entire Athletics Department into a separate limited liability company (LLC) called Champions Blue. It’s still fully under the University of Kentucky’s umbrella, but it would operate with more flexibility, especially in financial and business matters.
Think of it like a sports team creating its own business arm to take advantage of new opportunities — like partnerships, real estate, and expanded fan experiences — all while staying aligned with the university’s mission.
💡 Why Is UK doing this?
College sports are changing fast:
Athletes can now earn money through Name, Image, and Likeness (NIL).
A major federal settlement is on the horizon that may allow schools to pay athletes directly.
Expenses are rising, and schools need new ways to bring in money and stay competitive.
By moving to a holding company model, UK Athletics can explore public-private partnerships, upgrade facilities like Kroger Field, and potentially launch other ventures to support its student-athletes and teams.
🔍 Who’s behind the plan?
The idea is being led by UK President Eli Capilouto and Athletic Director Mitch Barnhart, with input from business leaders and sports professionals. The UK Board of Trustees is expected to vote on the proposal this week.
Barnhart, who is also helping shape national policy around athlete compensation, says the move is about "finding new ways to generate revenue, manage expenses, and grow."
🏗️ What happens next?
If approved:
UK Athletics becomes part of Champions Blue, LLC
A new governance board made up of UK leaders and outside experts will help guide strategic decisions
The structure mirrors how UK manages its hospital systems, which have seen success under similar models
🎯 The bottom line
Kentucky is preparing for the future — one where athletic departments must be smarter, faster, and more business-savvy. Champions Blue isn’t just a name. It’s a blueprint for staying elite in a world where college sports are being redefined.
Stay tuned — we’ll keep you updated as UK’s Board of Trustees makes its decision.