Behind The Blue

LEXINGTON, Ky. (January 23, 2026) – The business of college athletics is at an inflection point, and leaders across higher education are grappling with a new reality: rising costs, shifting rules and a model many say can't hold. On this week's episode of 'Behind the Blue,' UK's Executive Vice President for Finance and Administration and Co-Executive Vice President for Health Affairs Dr. Eric Monday continues our Business of UK series with guest Erik Judson, founder and CEO of JMI Sports, for a wide-ranging conversation about the changing economics of college sports.  Judson, who has spent three decades in the business of sports, says the current landscape has moved from one of the most regulated systems to one that now feels chaotic and inconsistent. "As we sit here today, it's absolutely not sustainable," Judson said, adding that the rapid shift has made it difficult for institutions to keep up with mounting, often unfunded, costs.  Those pressures include new financial obligations tied to the House set