College athletics have undergone significant changes in recent years, especially with the introduction of NIL (Name, Image, and Likeness) and collectives, which have become a major focus for universities looking to maximize revenue. For the Kentucky Wildcats, their revenue continues to be strong, particularly due to men’s basketball, but they still have a long way to go in terms of earnings from collectives.
According to documents released from the House vs. NCAA settlement, Kentucky’s athletic department generated just over $11 million from its collectives in the 2023-24 fiscal year, placing them 11th in the SEC. The top earners in this space include Texas ($22 million), LSU ($20 million), Georgia ($18 million), Texas A&M ($17 million), and Alabama ($16 million).
With revenue sharing now part of the landscape due to the settlement, Kentucky will need to increase its collective earnings if it hopes to remain competitive, especially in football, as it seeks to expand its presence within the SEC. The key to driving this growth lies with the Big Blue Nation (BBN), one of the most passionate fanbases in college sports. Hopefully, this momentum will continue to push Kentucky’s revenue numbers higher.
