UK Athletics Announces LLH HealthCare as Official Employee Benefits Partner of the Kentucky Wildcats in New Multiyear Agreement
LEXINGTON, KY (FEB. 11, 2026) – Today, University of Kentucky Athletics announced a new multiyear partnership with LLH Healthcare, naming the company the newest Proud Partner of UK Athletics and the Official Employee Benefits Partner of the Kentucky Wildcats.
The seven-year agreement aligns two organizations committed to wellbeing, performance, and long-term success in and out of competition. As part of that commitment, LLH Healthcare has made a meaningful investment in Name, Image, and Likeness (NIL) initiatives through BBNIL Suite, creating new opportunities for Wildcat student-athletes to benefit from their personal brands.
“We are proud to welcome LLH Healthcare into the BBN family,” said Mitch Barnhart, UK Director of Athletics. “Their investment in our program and in our student‑athletes reflects a strong commitment to this University. This partnership provides a great new set of opportunities for our student‑athletes and will add meaningful educational benefits for our community.”
Founded in 2019, LLH Healthcare empowers individuals and families with innovative, affordable healthcare solutions designed to support physical, emotional, and financial wellbeing. Through this partnership, LLH Healthcare will extend its educational resources to UK Athletics and the UK Alumni Association, leveraging the university’s platform to inform and engage Big Blue Nation about employee benefits and healthcare literacy.
In addition to education initiatives, LLH Healthcare will gain prominent brand visibility across UK Athletics’ premier venues, including Kroger Field, Rupp Arena, and the Historic Memorial Coliseum. These placements will help LLH Healthcare connect with UK fans and the broader community.
“Partnering with the University of Kentucky Athletics and the University of Kentucky Alumni Association is incredibly meaningful to us,” said Zachary Rogers, CEO of LLH Healthcare. “UK represents leadership, tradition, and a deep sense of community, which are values we live every day at LLH. Together, we are excited to expand access to quality healthcare, support employee well-being, and create real, lasting opportunities for student-athletes while strengthening the bond across the Kentucky alumni community.”
JMI Sports – the exclusive multimedia rights partner of University of Kentucky Athletics, operating locally as UK Sports & Campus Marketing – played a key role in developing the partnership. Through UK Sports & Campus Marketing, LLH Healthcare will activate a comprehensive multimedia rights platform that includes gameday signage, in-arena and on-court promotion, and integrated brand storytelling throughout the UK student, alumni, and fan ecosystem.
“By bringing LLH Healthcare together with UK Athletics, we have designed a partnership platform that aligns strategic brand exposure with meaningful student-athlete opportunities,” said Brandon Baker, Vice President, Partnerships at UK Sports & Campus Marketing. “This approach strengthens the athletic department, creates meaningful NIL opportunities, and delivers maximum visibility for LLH Healthcare across Kentucky.”
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About UK Athletics
UK Athletics is a leader in college sports, sponsoring 23 varsity sports teams (12 women’s teams, 10 men’s teams, plus the coed rifle team) and hundreds of student-athletes, competing for championships, ensuring their education and well-being, and providing opportunities for the present and future.
Over the course of this year, the UK Athletics Department is shifting to Champions Blue, LLC. The non-profit holding company, a first of its kind in college athletics, is designed to provide the department with the flexibility to unlock new revenue streams through public-private partnerships and potentially other transactions, such as real estate.
About UK Alumni Association
The UK Alumni Association is dedicated to fostering lifelong engagement among alumni, friends and the university. Through scholarships, communications, programs, services, benefits and advocacy, the UK Alumni Association supports the University of Kentucky and keeps more than 350,000 alumni worldwide connected to UK and to one another.
About LLH Healthcare
Founded in 2019, LLH Healthcare is where champions choose care. Our mission is to empower individuals and families to take charge of their health through proactive, preventative care. With a full suite of telemedicine services, 24/7 virtual access to healthcare professionals, and household-wide coverage – including hospital indemnity benefits – LLH Healthcare supports the everyday wellbeing of those striving to perform at their best. From the workplace to the playing field, we help build healthier lives for today’s and tomorrow’s champions.
About JMI Sports
JMI Sports is a leading media rights and venue development company that provides management of collegiate multimedia rights, sponsorship sales agency representation, and project management expertise for the development of collegiate and professional sports facilities. The company serves to maximize each client’s economic potential through customized initiatives, from marketing and branding solutions to facility design strategies.
JMI Sports’ signature collegiate multimedia rights partnerships include the University of Kentucky, the University of Utah, UCLA, the University of Pennsylvania, the University of Pittsburgh, Harvard University, DePaul University, Columbia University, San Diego State University, University of California at San Diego, University of San Diego, and joint-venture properties at the University of Georgia (with Learfield) and University of Notre Dame (with Legends). JMI Sports also represents multimedia rights for several conferences, including the Ivy League, the Mid-American Conference, the Mountain West Conference, the Patriot League, and the Atlantic 10, and serves as third-party sales representation for premier sports properties, venues, and events including the Breeders’ Cup, Rupp Arena at Central Bank Center, the Rose Bowl, and the Penn Relays.
JMI Sports was founded in 2006 by CEO Erik Judson and technology entrepreneur John Moores, former owner of the San Diego Padres. To learn more, please visit www.jmisports.com.
