Kentucky Basketball's Outdated Practices Hinder NIL and Fan Engagement
TL;DR
- The JMI deal represents a 25-year commitment to a third-party media company, a duration considered absurd given the current lack of established NIL legislation and the company's unproven track record.
- Kentucky's athletic department is not at the forefront of innovation in 2025, relying on outdated traditions and marketing strategies rather than adopting cutting-edge approaches seen elsewhere.
- The athletic director's aggressive reaction to questions about the JMI deal and his inability to temper his temper suggest it is time for a leadership transition for the university's benefit.
- The decision to bench Brandon Garrison for the entire second half after a single turnover and lack of effort signals a potential shift in player expectations and coaching philosophy.
- O'Ward's assertion of team unity is met with skepticism, particularly given Brandon Garrison's absence from the post-game player huddle, hinting at underlying team dynamics.
- The athletic department's reliance on established, long-tenured staff and a perceived resistance to modernization may hinder its ability to adapt to the evolving landscape of college sports.
Deep Dive
Kentucky's basketball program is facing significant challenges, stemming from an overreliance on outdated practices in marketing and fan engagement, coupled with a potentially detrimental NIL collective structure. This approach risks alienating fans and hindering the team's ability to recruit and compete in the modern collegiate athletics landscape.
The program's game-day experience appears stuck in the past, relying on familiar traditions like "Dooms Walker" and the "Y" yell, which, while nostalgic, fail to innovate or create a cutting-edge atmosphere. This lack of modernization extends to marketing and media, where the team is perceived as being behind competitors. This stagnation is further exemplified by the controversial 25-year deal with JMI to manage the NIL collective. This arrangement, which centralizes player deal-making under a third-party entity with no inherent loyalty to the university, raises concerns about the program's ability to secure top talent, especially as other schools and states adopt more flexible NIL strategies. The coaching staff's visible frustration, particularly concerning player effort and engagement, suggests internal struggles that may be exacerbated by these systemic issues.
The potential consequences of these issues are twofold: a disconnect with the fanbase, who may grow weary of a static experience, and a competitive disadvantage in recruiting and player retention. The reliance on a long-term, inflexible NIL deal, made under the assumption of federal legislation that has not materialized, could leave Kentucky vulnerable. If JMI prioritizes its own financial interests over the specific needs of Kentucky's recruits and players, it could directly impact the team's ability to attract and retain talent, leading to decreased on-court success. This strategic inflexibility, combined with a dated fan experience, could create a downward spiral where fan engagement wanes, and recruiting suffers, ultimately impacting the program's national standing.
Action Items
- Audit JMI NIL collective arrangement: Analyze contract terms and identify 3-5 potential risks to university athletic success (ref: 25-year deal).
- Draft NIL policy framework: Define clear guidelines for player NIL deal structures and university oversight, addressing potential conflicts with third-party collectives.
- Evaluate current game-day experience: Identify 3-5 outdated elements and propose modernization strategies to enhance fan engagement (ref: "Dooms Walker" song choice).
- Track player engagement metrics: Monitor participation and team integration for 3-5 players exhibiting potential off-court issues to assess team cohesion.
- Develop coach communication protocol: Establish a structured approach for addressing player performance and team issues, ensuring consistent messaging and de-escalation.
Key Quotes
"so you're telling me that the ai that's meant to make everyone's job easier to manage just adds more to manage on top of the thousands of apps the it department already manages funny how that works any business can add ai ibm helps you scale and manage ai to change how you do business let's create smarter business ibm"
This quote highlights a common paradox with new technology: intended simplicity can lead to increased complexity. The speaker, representing IBM, suggests that while AI is designed to streamline operations, businesses often find themselves managing more, not less, due to the integration of AI and its associated applications. IBM positions itself as a solution provider to manage this complexity and leverage AI effectively.
"Ten years from today lisa schneider will trade in her office job to become the leader of a pack of dogs as the owner of her own dog rescue that is a second act made possible by the reskilling courses lisa's taking now with aarp to help make sure her income lasts as long as she does and she can finally roam with the big dogs and the small dogs who just think they're big dogs that's why the younger you are the more you need aarp learn more at aarp org skills"
This quote from AARP illustrates the concept of a "second act" in a career, enabled by reskilling initiatives. AARP is presented as an organization that provides resources for individuals, like Lisa Schneider, to transition into new careers or passions later in life. The interpretation emphasizes that proactive learning and skill development are crucial for financial security and personal fulfillment throughout one's life.
"i was thinking yesterday i haven't had them in uh in about two or three weeks so i think i'm gonna get some tonight and eat them for dinner but uh wings day dollar wings all day and night so come on out you can come see us here at the show and if you want darius miller will be here at 11 o'clock yes you can come meet darius miller who's going to be on the show for he's been on it before but it's been a little while i guess unless you had him during tbt did you have him during that time no we had him on a at a remote show during the summer it seems like he came by hamburg out in hamburg that's right it's been a but it's been a while since i've seen him so i'm looking forward i got i'm interested to hear his take on our our basketball team and a lot of the stuff that's going on this is gonna be a big show today"
Matt Jones, the host of Kentucky Sports Radio, is discussing a promotional event for "dollar wings" and the upcoming appearance of Darius Miller. This quote demonstrates how a sports radio show integrates local promotions and guest appearances into their broadcast. Jones expresses personal anticipation for Miller's insights on the basketball team, highlighting the show's role in providing both entertainment and commentary on sports-related topics.
"well i mean i did think we needed him i thought we could get by even not having him but that's clearly not the case he would have been perfect for what we needed at this point so i feel like he got it all out of his system last night we'll see usually that's not how it is okay i'm going to give the the tease on this and then say i'm going to let the people doing the story give the details okay but there's a story that's going to come out maybe later today if not it'll be tomorrow but i think it'll be later today but it will go into some detail about something we've talked about a lot on here which is my concerns about the new collective arrangement with kentucky uh in jmi"
This quote, from Matt Jones of Kentucky Sports Radio, expresses concern about a new NIL (Name, Image, Likeness) collective arrangement with JMI. Jones voices skepticism about the deal, particularly its long-term implications and the lack of transparency surrounding it. He indicates that a forthcoming story will provide more details, suggesting that the arrangement may not be as beneficial as initially presented.
"i mean like okay we probably have one of the better consistent across sports women's sports programs that's fair volleyball women's basketball and because volleyball women's basketball even women's softball has been in good gymnastics um in turn i i i can't think of anything that i would say i mean like anything related to related like game day experience but just put it at the bottom of the list not not even close nothing related to game day nothing related to marketing nothing related to media no we're not we're not at the forefront of anything and i would say that we are behind on most things would you agree with that"
This quote, from a discussion on Kentucky Sports Radio, evaluates the athletic department's standing in various sports. The speaker acknowledges strengths in women's sports programs like volleyball and basketball but expresses a broader concern that the department is not at the forefront of innovation in areas like game day experience, marketing, or media. This suggests a perceived lack of modernization and a reliance on past successes rather than forward-thinking strategies.
"i mean you also have gone completely away from from caring about what your fans want in terms of games i mean the the bbn classic is a joke right we're playing good teams so i'm not gonna act like our schedule stinks but the bbn classic is a joke while all the rest of these teams in the country are playing cool not we're and we're never going to and when asked about it we're just like well we make more money doing this you know and i feel like i've heard mark pope could an ad for some email newsletter that they just came up with like that's the groundbreaking stuff we now have an email that's true we have an email there's like 10 radio ads about signing up for an email it's like what are we doing what year is this"
This quote from Kentucky Sports Radio criticizes the athletic department's scheduling and fan engagement strategies. The speaker argues that the "BBN Classic" is a "joke" and that the department prioritizes revenue over fan desires for more exciting or unique game experiences. The mention of an email newsletter as a "groundbreaking" initiative further emphasizes the perceived lack of innovation and disconnect from modern fan expectations.
Resources
External Resources
Books
- "The Godfather" by Mario Puzo - Mentioned as a film to be watched by Ryan.
- "The Godfather Part II" - Mentioned as a film to be watched by Ryan.
- "The Godfather Part III" - Mentioned as a film that is not terrible but is compared harshly to the first two.
Articles & Papers
- "The Score Act" - Mentioned as proposed legislation that Mitch Barnhart wants to pass to regulate college sports.
People
- Darius Miller - Mentioned as a guest who will be on the show.
- J.P. Morgan - Mentioned as a bank that provided Mitty Health with access to investors and strategic partners.
- Joanna - Founder of Mitty Health.
- Lamar Wilkerson - Mentioned as a player who scored 44 points and made 10 three-pointers in a game.
- Lisa Schneider - Mentioned as someone taking reskilling courses with AARP to become a dog rescue owner.
- Mark Stoops - Mentioned in relation to a deal with JMI.
- Matt Jones - Host of Kentucky Sports Radio.
- Mitch Barnhart - Mentioned in relation to a deal with JMI and his stance on college sports legislation.
- Pope - Mentioned in relation to player performance and team strategy.
- Rob Doster - Mentioned as suggesting Brandon Garrison be kicked off the team.
- Ryan - Co-host of Kentucky Sports Radio.
- Sean Patton - Mentioned as performing at Comedy Off Broadway.
- T.J. Smith - Mentioned as a sponsor of the show.
- Walker Horn - Mentioned as having a three-point shot called by Drew.
- Zach Tow - Mentioned as having a three-point shot called by Drew.
Organizations & Institutions
- AARP - Mentioned for offering reskilling courses and health tips.
- Comedy Off Broadway - Mentioned as a venue hosting Joe List and Grace O'Malley.
- FX - Mentioned as the network for the comedy series "English Teacher."
- IBM - Mentioned as a company that helps scale and manage AI for businesses.
- Indiana - Mentioned as an upcoming opponent for Kentucky.
- JMI - Mentioned in relation to a 25-year deal with Kentucky for NIL collectives.
- Kentucky - Mentioned in relation to its basketball team and NIL collective arrangements.
- Mitty Health - Mentioned as a company that has achieved significant revenue in the menopause market.
- NC Central - Mentioned as an opponent Kentucky defeated.
- Omnystudio - Mentioned for privacy information.
- PFF (Pro Football Focus) - Mentioned as a data source for player grading.
- Stockton Mortgage - Mentioned as a sponsor of the show.
- Texas Tech - Mentioned in relation to a private collective.
- The Waltons - Mentioned as a show that Mark Pope might watch.
- Venmo - Mentioned in relation to its debit card and cash back program.
- Washington State - Mentioned in relation to college sports legislation.
Podcasts & Audio
- Disgraceful - Podcast hosted by Grace O'Malley.
- Kentucky Sports Radio (KSR) - The name of the podcast and radio show.
- Untold Stories: Life with a Severe Autoimmune Condition - A podcast from Ruby Studio in partnership with Argentix.
Other Resources
- Dollar Wings - Mentioned as a daily special.
- The Score Act - Mentioned as proposed legislation for college sports.
- Venmo Stash - Mentioned for its cash back program.