UK Athletics announced a new program for fans called BBN United on Friday.
The new program is described in a press release as “an innovative loyalty and membership platform and the official fan club of UK Athletics.”
The idea is a way to give fans a new level of access at a price with the funs going to revenue sharing.
Here is a press release from UK Athletics:
LEXINGTON, KY – Few fan communities across college sports match the passion of Big Blue Nation. Today, University of Kentucky Athletics has unveiled BBN United – an innovative loyalty and membership platform and the official fan club of UK Athletics – developed and operated by fan experience leader Two Circles and UK’s longstanding multimedia rights partner JMI Sports.
Created to deepen connections between UK and its fans, BBN United offers a new way to celebrate Kentucky fandom, empower student-athletes and blend one-of-a-kind experiences that showcase the heart of Big Blue Nation.
Fans across the country can join BBN United at accessible monthly rates, gaining insider access to UK Athletics, limited-edition merchandise, exclusive content and memorable experiences with their favorite programs. Membership directly supports UK Athletics, with proceeds reinvested into student-athlete programs to help UK remain a leader in college sports.
Key Benefits Include:
Access to exclusive premium content, including behind-the-scenes features and interviews with coaches and players;
Members-only BBN United merchandise, limited-edition gear and signed memorabilia delivered to members’ doorsteps;
Invitations to exclusive events, watch parties and meet-and-greets with Kentucky legends;
Sweepstakes and monthly raffles offering one-of-a-kind fan opportunities;
Early access and discounts to select UK sporting events and special experiences;
The opportunity to directly impact the next generation of UK excellence through student-athlete development.
BBN United builds on the foundation laid by Club Blue, a pioneering partner of UK that played a key role helping navigate and lead in the NIL era. Carrying forward with the same commitment to supporting and empowering student athletes, BBN United expands upon this mission by creating a broader, more connected fan experience.
Current Club Blue members will transition seamlessly into BBN United, which offers expanded experiences for all of Big Blue Nation – whether a lifelong fan, a current student, an alumnus, a parent or a supporter anywhere in the world – to connect, engage and make a lasting impact. With flexible options ranging from student membership (coming soon) to limited edition premium tiers, the program welcomes Wildcat fans everywhere.
“BBN United is our initiative for empowering fan voices in how we support student-athletes, celebrate fan loyalty and fuel the future of UK Athletics,” said Mitch Barnhart, Director of Athletics at UK. “Whether cheering from within the Commonwealth of Kentucky or anywhere across the country, this is a great new opportunity for Big Blue Nation to directly support the Wildcats in new and exciting ways. This program, built in partnership with our industry-leading partners at JMI Sports and Two Circles, gives fans a simple rallying point around our teams and can help build a foundation for lasting success.”
Two Circles, known for delivering transformative fan engagement for organizations including the NFL, Premier League, College Football Playoff and EA Sports, will operate BBN United through Two Circles College, its collegiate division focused on fan growth and sustainable revenue.
“Kentucky is launching a platform that treats fans as partners and insiders, building a community rooted in pride and impact,” said Nick Garner, EVP of Two Circles College. “Under Mitch’s leadership, BBN United sets a new standard for sustainable engagement and athlete support in the SEC. It provides a centralized, transparent way for fans to back UK Athletics, access exclusive content and be part of a movement uniting Big Blue Nation.”
JMI Sports, operating locally as UK Sports & Campus Marketing, is the longstanding multimedia rights partner to both the University of Kentucky and its Athletics Department, working closely to maximize multimedia rights and drive revenue growth in support of university programs. This includes the creation of content platform UKSN All Access, presented by UK Federal Credit Union, which will be available to BBN United members. As UK Sports & Campus Marketing continues to support BBN United’s content development, the team will collaborate closely with Two Circles to further enhance the fan experience.
“For more than a decade, we have been proud to partner with UK to grow the brand, create new revenue opportunities and deliver meaningful experiences for fans,” said Paul Archey, President, JMIS Properties at JMI Sports. “BBN United is the next evolution of that work, merging fan engagement with a viable pricing model to support student-athletes and advance University of Kentucky’s leadership in the NIL and revenue-sharing era. We are honored to be at the forefront of this effort.”
Fans can sign up to receive updates and be among the first to join BBN United at bbnunited.com.
