'Behind the Blue': Inside UK Athletics’ BBNIL strategy, future of Name, Image and Likeness
LEXINGTON, Ky. (Dec. 22, 2025) — College athletics is undergoing one of the most significant transformations in its history, as Name, Image and Likeness (NIL) opportunities and revenue-sharing models reshape how universities support student-athletes. This week on “Behind the Blue," the recurring feature, "The Business of UK," continues with an in-depth look at BBNIL, — the University of Kentucky’s approach to NIL and its collaboration with JMI Sports.
On this episode, Eric Monday, UK executive vice president for finance and administration and co-executive vice president for health affairs, is joined by Mitch Barnhart, UK athletics director, and Paul Archey, president of JMI Sports. Together, they examine how NIL fits into the broader financial ecosystem of college sports and how UK is positioning its student-athletes for success in a rapidly evolving landscape.
Barnhart, who has led UK Athletics since 2002, outlines the dramatic changes of the past decade — from cost-of-attendance stipends and academic awards to the COVID-19 pandemic and the emergence of NIL. He explains that NIL opportunities exist alongside, but separate from, revenue sharing made possible through the House settlement.
Under the new framework, UK is participating fully in revenue sharing, with up to $20.5 million available annually, while also working to maximize NIL opportunities for student-athletes through education, partnerships and brand development. Barnhart emphasizes that the goal is both competitive excellence and long-term preparation.
“We’re creating really good rosters,” he says, “and we’re giving our young people the best opportunity to monetize and make money for themselves… while also preparing them for what comes next.”
Archey describes BBNIL as a collaborative, holistic approach that goes beyond individual deals.
“BBNIL is a collaboration between us as their multimedia rights partner and the university athletic department to create this structure in which we can provide opportunities — revenue and marketing opportunities — for student-athletes,” he explains.
That support includes brand development, content creation, compliance navigation and access to long-standing corporate partners across Kentucky and beyond.
The episode also addresses common questions about restrictions and flexibility within NIL. Both Barnhart and Archey stress that student-athletes are not limited to a single pathway. Athletes may work through BB-NIL, pursue independent deals or bring existing agreements to the university for review and support.
Throughout the conversation, Monday returns to UK’s guiding principles — transparency, accountability and putting students first. He notes that UK’s approach to NIL builds on earlier efforts such as financial literacy programs and academic awards designed to help student-athletes manage resources responsibly and leave the university prepared for life beyond competition.
Listeners are encouraged to submit questions and ideas for future Business of UK episodes by emailing businessofUK@uky.edu. Upcoming installments will focus on the university’s $8.7 billion enterprise budget, how it is structured and how resources are allocated across education, research, health care and service throughout the Commonwealth.
“Behind the Blue” is available via a variety of podcast providers, including Apple Podcasts, YouTube and Spotify. Subscribe to receive new episodes each week, featuring UK’s latest medical breakthroughs, research, artists, writers and the most important news impacting the university.
“Behind the Blue” is a production of the University of Kentucky. Transcripts for this or other episodes of “Behind the Blue” can be downloaded from the show’s blog page.
As the state’s flagship, land-grant institution, the University of Kentucky exists to advance the Commonwealth. We do that by preparing the next generation of leaders — placing students at the heart of everything we do — and transforming the lives of Kentuckians through education, research and creative work, service and health care. We pride ourselves on being a catalyst for breakthroughs and a force for healing, a place where ingenuity unfolds. It's all made possible by our people — visionaries, disruptors and pioneers — who make up 200 academic programs, a $476.5 million research and development enterprise and a world-class medical center, all on one campus.