University of Kentucky Athletics (UK) has announced a 12-year partnership extension with Fanatics, adding a Name, Image, and Likeness (NIL) component that gives select Wildcat student-athletes access to the retailer’s influencer marketing platform.

Under the agreement, participating student-athletes can launch affiliate storefronts, curate product collections, and link merchandise directly to their social media posts through the “Fanatics Creator Program.” A smaller group of athletes will spotlight new UK merchandise across Fanatics’ e-commerce network and brick-and-mortar retail partners, including Kroger, Walmart, Dick’s Sporting Goods, Academy, and the University of Kentucky Bookstore. Fanatics Collectibles, through its Topps and BowmanU brands, will also design, produce, and distribute collectible cards featuring current Kentucky student-athletes and notable alumni.

“This new agreement creates meaningful, real-world opportunities for our student-athletes and strengthens the connection between our teams and our fans,” said Nathan Schwake, Senior Associate Athletics Director for Licensing and Branding at UK Athletics.

BBNIL Platform Manages Campaign Content

The partnership was developed through BBNIL, Kentucky’s NIL platform operated jointly with JMI Sports, the athletic department’s exclusive multimedia rights holder. All Fanatics NIL campaign content will be developed and managed through BBNIL.

“The differentiator in a partnership like this is the structure behind it and its benefit to UK’s student-athletes,” said Kim Shelton, Senior Vice President of NIL Strategy at JMI Sports. “By pairing this long-term investment with a platform built to support it, we are able to create campaign consistency and scale that delivers meaningful opportunities to student-athletes.”

NIL Market Context

The deal comes as the NIL market is projected to surpass $2 billion in 2026, according to Opendorse data. That report identified college athletes as a trusted peer-level influence channel for Gen Z consumers, with campaigns spanning beauty, fashion, technology, wellness, and food and beverage categories.

Tommy Gray, SVP of Fanatics College, said the UK partnership will use student-athletes’ “reach and authenticity, combined with Fanatics’ dynamic platform,” to drive growth across the UK’s licensed merchandise business. 

Player announcements for the “Fanatics Creator Program” are expected later this spring.