UK eyes Memorial Coliseum naming rights deal in major revenue push

LEXINGTON, KENTUCKY - MARCH 23: Serena Sundell #4 of the Kansas State Wildcats shoots over Clara Strack #13 of the Kentucky Wildcats during the second quarter of a game in the second round of the NCAA Women's Basketball Tournament at Memorial Coliseum on March 23, 2025 in Lexington, Kentucky. (Photo by Andy Lyons/Getty Images) | Getty Images

The University of Kentucky is considering selling naming rights to Memorial Coliseum as part of an ongoing effort with its multimedia rights partner JMI Sports to generate additional revenue for the athletics department.

Last week, JMI Sports President Paul Archey told the Champions Blue LLC board of governors that Memorial Coliseum naming rights is one of several remaining unsold assets the department is targeting. Under UK’s extended partnership with JMI, the university receives 80% of advertising and inventory sales revenue over the next 15 years.

Any potential deal would come as UK works to help fund rising athlete compensation costs tied to the NCAA’s House settlement, estimated at $20.5 million annually.

However, UK officials stressed the historic “Memorial” designation will remain intact. “We are not considering removing the Memorial designation from the building,” Jacob Most, tells the Herald-Leader, who is UK’s director of strategic communications. He added any sponsorship would likely be structured as “Historic Memorial Coliseum presented by” or a similar branding format.

Memorial Coliseum, opened in 1950 and recently renovated for $82 million, honors more than 9,000 fallen service members and remains home to UK volleyball, women’s basketball, gymnastics, and stunt.

Beyond Memorial Coliseum, JMI is pursuing additional revenue opportunities including uniform sponsorships, LED signage, esports branding, and premium seating assets. Archey estimated total value from remaining deals could reach $3–5 million.