Kentucky, JMI Sports extend media rights partnership through 2040
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The more things change, the more they stay the same.
The Kentucky Wildcats and JMI Sports have enjoyed a fruitful relationship through the chaotic college athletics landscape over the past decade. Apparently, they don’t want things to end any time soon.
On Tuesday morning, Kentucky athletic director Mitch Barnhart revealed the Cats and JMI Sports are extending their partnership through 2040. Their original deal, which makes JMI Sports the exclusive media rights holder of UK Athletics, was set to end in 2034. The six additional years are coming at an estimated cost of $465 million.
“The mission and values remain the same – to put championship rings on fingers and diplomas in hands in ways that create generational opportunities for student-athletes at the University of Kentucky,” Barnhart said in a statement. “How we forge that path, and ensure that mission, will change in this new landscape. This agreement is about creating the revenue opportunities – for our programs and our student-athletes – that will help ensure our continued success.”
JMI is taking more on its plate as part of this extension. The company will reportedly oversee Kentucky’s new in-house NIL collective, BBNIL Suite. That’s according to Kentucky Sports Radio. JMI may also be given naming rights to a number of athletic venues on Kentucky’s campus and a proposed entertainment district near the campus, per KSR.
