You have heard about the deal, but what does it actually mean?
Kentucky Athletics made headlines with a massive $465 million extension to its partnership with JMI Sports, locking in the deal through 2040. But what does that really mean for the average fan?
In the simplest terms, a media rights deal is how a school sells the ability to use its brand. JMI Sports is essentially the middleman — they handle sponsorships, advertisements, and corporate partnerships that put logos on scoreboards, names on facilities, and promotions in game programs.