Kentucky Strikes $465 Million Deal with JMI Sports in Landmark Move to Boost Basketball and Athletics…
In a game-changing move for college athletics, the University of Kentucky has secured a $465 million multimedia rights deal with JMI Sports, extending their long-standing partnership through 2040. This landmark agreement is not only one of the richest in collegiate sports but also redefines the scope of athletic partnerships in the modern era.
Unlike traditional media rights contracts, this expanded deal goes far beyond TV and radio. JMI Sports will now play a vital role in helping Kentucky navigate the fast-evolving landscape of Name, Image, and Likeness (NIL), enhance fan engagement, support facility development, and grow the university’s digital and branding footprint.
“This is a transformative step for Kentucky Athletics,” said university officials. “It ensures we can compete — and lead — in every area that matters, both on and off the court.”
The new deal is expected to have a direct impact on the powerhouse men’s basketball program, providing financial resources and marketing support that could boost recruiting, athlete exposure, and fan experience.
As college sports become increasingly commercialized, Kentucky is positioning itself at the forefront — with a deal that reflects both its tradition of excellence and its future ambitions.
