The University of Kentucky has signed one of the largest multimedia rights deals in college athletics history with JMI Sports. The deal, valued at more than $465 million, extends UK and JMI’s contract through 2040.
According to Murray Ledger, the deal with JMI will go beyond multimedia rights. JMI will also assist in strategic NIL decision-making, facilities development and fan experience.
“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,” said Mitch Barnhart, UK’s Director of Athletics. “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 a media rights and venue development company that also counts Notre Dame, the University of Georgia, UCLA, the University of Pennsylvania, and others among its many collegiate partners.
The company provides project management services in all facets of college athletics, from building and renovating facilities to negotiating naming rights, partnering with brands and beyond.
In the past, JMI has helped the Wildcats partner with the Kentucky Farm Bureau to make “UK Athletics venues look and feel like a reflection of the values of the Commonwealth of Kentucky.” The Farm Bureau bought naming rights to the Wildcats’ new baseball stadium, and in exchange, JMI assisted UK in promoting agricultural products produced in Kentucky.
