Champions Blue Board Reviews Kroger Field Enhancement Plan to Strengthen Long‑Term Revenue and Competitiveness
LEXINGTON, Ky. — The Champions Blue LLC., Board of Governors reviewed a series of strategic enhancements to Kroger Field during its January meeting on Thursday, marking an important next step in increasing revenues required for Kentucky Athletics to continue competing at the highest level in a rapidly evolving college athletics landscape.
The $25 million in improvements have been studied over the past few months based on projects previously approved by the University of Kentucky Board of Trustees.
The stadium enhancements were formally presented to the Champions Blue Board this week as part of the department’s long-range planning process. The enhancements will expand premium areas in Kroger Field, improve fan amenities, and create new year-round revenue opportunities across the athletics complex.
Enhancements Designed for the Next Era of College Sports
The plan centers on seven targeted upgrades that will increase premium inventory and elevate gameday and event-day experiences, including:
- North and South Upper Deck Seatbacks to enhance comfort and expand chairback availability.
- Loge Club and Club Seat Infill to meet rising demand for elevated hospitality.
- New terrace-style “back-of-bowl” seating to create flexible, social viewing areas.
- Scoreboard Patio Clubs adding standing-room-only premium space and new sponsorship inventory.
- A West End Zone Field Club offering a modern membership-driven experience with year-round potential.
In total, the projects are expected to generate nearly $4 million in incremental, new annual revenue before debt service, with work staged alongside planned stadium maintenance to reduce operational disruption.
“These improvements are essential to remain competitive in an era defined by rapid change,” said Athletics Director Mitch Barnhart. “We must continue to build sustainable resources that support our student athletes, coaches and fans for years to come. The vision and enhancements outlined today reflect responsible planning and a clear commitment to excellence.”
Champions Blue: An Innovative Model for the Future
The meeting reaffirmed the role of Champions Blue, the University of Kentucky’s operating structure for its athletics program, designed to help the institution navigate the transformational shifts in college athletics.
Established in 2025, Champions Blue brings together UK leaders and subject-matter experts to create a more agile, collaborative, and transparent decision-making environment.
The format allows board members to engage directly with program leaders, review financial models, and participate in strategic planning that spans facility development, multimedia rights, NIL support, and new revenue pathways.
“Champions Blue reflects the best of how Kentucky approaches big challenges — with collaboration, innovation and a commitment to doing things the right way,” said UK President Eli Capilouto. “This model gives us the flexibility to adapt and the strategic vision to lead.”
UK’s position as a leader in a time of ongoing change
Board members also received a detailed presentation on the rapidly shifting landscape in college athletics.
The briefing highlighted how institutions nationwide are rethinking their business models, with many beginning to follow some of the same forward‑leaning strategies Kentucky has already put in motion.
The board reviewed examples of peer institutions exploring or adopting approaches that UK has already implemented, including:
- New multimedia rights (MMR) revenue structures
Schools are beginning to move away from the traditional guaranteed‑rights model and toward shared‑revenue partnerships, where the athletics department and its MMR partner share in every dollar generated, incentivizing innovation and growth. Kentucky and JMI Sports adopted this model in August 2025, positioning the university ahead of the national curve.
- Integrated NIL access through MMR partners
Universities are now exploring systems that make it easier for student‑athletes to secure NIL opportunities by working directly with their institution’s multimedia rights partner.Kentucky has already activated this approach, enabling JMI Sports to help student‑athletes maximize their financial and brand value through streamlined, easy‑access deal creation.
- Affiliated entities with dedicated boards
Many programs are exploring new organizational structures, including forming discrete entities, governed by independent boards, to improve transparency, strengthen oversight, and guide long‑term financial viability.Kentucky’s creation of Champions Blue and its integration within the Beyond Blue framework was cited as a leading example of how to build a sustainable, modernized model that can adapt to the changing environment.
The presentation underscored that Kentucky is not reacting to the future of college athletics; it is helping define it through collaborative planning, structural innovation, and proactive decision‑making.
Addressing a Nationally Shifting Athletic Landscape
UK leaders briefed the board on the continued accelerating changes facing athletic departments nationwide, including increased student athlete support costs, expanded wellness and nutrition services, rising operational expenses, and the new revenue sharing framework taking effect across Division I.
The approved Kroger Field projects, along with ongoing partnerships, facility planning, and campuswide collaborations, position UK Athletics to remain competitive within the Southeastern Conference and nationally.
UK Athletics will begin the next phase of design, sequencing, and construction planning. Several components will be integrated into previously scheduled offseason work, allowing the department to move efficiently while maintaining a first-class fan experience.
The Champions Blue Board also received updates on multi-use development planning, including the exploration of the future Sports Adjacent District, enhanced partnerships with UK HealthCare, and additional opportunities for program growth and innovation.
