Behind The Blue

LEXINGTON, Ky. (December 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, our 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, UK Executive Vice President for Finance and Administration and Co-Executive Vice President for Health Affairs Eric Monday is joined by Mitch Barnhart, UK's 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 aw