New NIL club sets tone for Kentucky’s revenue sharing efforts
The John Calipari era brought “La Familia” to Kentucky basketball’s NIL scene. His departure led to the launch of “Club Blue,” complete with high-profile concerts, team events, and tiered gifts for donors. Now, in the Mark Pope era, Kentucky athletics is making another major shift — introducing BBN United.
According to a release from the University of Kentucky, BBN United will be the official fan membership program for UK Athletics, designed to connect Big Blue Nation with its student-athletes like never before.
“It’s where passion fuels purpose,” the release states. “BBN United isn’t just a membership. It’s a mission to elevate our student-athletes in the next era of NIL and athletics success.”
While official sign-ups aren’t live yet, fans can register their interest at bbnunited.ukathletics.com to become founding members once the program launches. The benefits promise to include premium content, exclusive experiences, community events, and behind-the-scenes access across all sports.
The move comes as NIL programs nationwide evolve from simple collectives into multi-sport, fan-facing engagement hubs. Kentucky’s branding is clear — this is for the entire athletic department, not just basketball or football. That means fans could get up-close access to baseball, volleyball, gymnastics, track and field, and more, in addition to the marquee sports.
BBN United also signals a pivot toward creating a true year-round membership culture — where fan involvement doesn’t end when the season does. From offseason player meet-and-greets to members-only game-day lounges, the possibilities are wide open.
“BBN isn’t a place,” the announcement says. “It’s a movement.” And in the NIL era, movements require funding, organization, and buy-in from the fan base.
