An Evolving Era in College Athletics: Building Kentucky Athletics’ Future Together

Key Takeaways:

• A Time of Transition

  • UK Athletics is experiencing strong momentum. This success reflects a broad-based commitment to excellence in all sports, even as the landscape of college athletics undergoes significant change.

• New Financial Realities

  • The evolving college sports model is ushering in a new era that includes revenue sharing with student-athletes.
  • This shift, along with inflation and other rising costs, is expected to add $20–$30 million annually to UK Athletics’ budget.

• Changes to Discounts

  • As one of many ways to help meet financial demands, UK Athletics will phase out faculty and staff ticket discounts over the next few years. This includes:
    • Gradual reduction and eventual elimination of season ticket discounts by 2027.
    • Transition to paid single-game admission for women’s basketball, baseball, volleyball, gymnastics, and softball starting in 2025–26.
    • Complimentary K Fund Olympic sports passes will also be discontinued.

• Updated Ticketing Policies

  • Soccer (men’s and women’s) will become a free-admission sport starting August 2025.
  • Child ticket policies are being standardized across sports.
  • Ticket pricing will now include all fees up front, in line with new FTC regulations, eliminating hidden charges.

• Commitment to Access and Excellence

  • Despite these changes, UK Athletics remains committed to offering access to events for university employees and fans.
  • Select discounts may still be offered throughout the year, and the department will continue to evaluate pricing to maintain a strong home advantage while supporting long-term success.

The summer of 2025 is an exciting and fast-moving time in college athletics. At the University of Kentucky, we’re proud of the momentum our programs have to build on.

As we look back on the past year, one which saw exciting new eras begin, championship streaks continue and faced challenges for the season to come, we commend our student-athletes, coaches and staff for their hard work and dedication.

We also thank our fans for their enduring support. The Big Blue Nation is truly one of a kind. We continue to be thankful for how passionately they cheer on the Wildcats each season.

With the recent approval of the House Settlement coupled with transformative investments being made across the university and Southeastern Conference, we are facing a changing landscape.

The new era brings both opportunity and significant financial responsibility. To remain competitive and continue supporting our student-athletes at the highest level, as we have so many times before, we must adapt.

The new collegiate athletics model introduces revenue sharing with student-athletes and other rising costs that will add an estimated $20 to $30 million annually to our budget. These changes are necessary to sustain our programs and ensure long-term success, but they also require all of us to rethink how we support college sports.

As part of this transition, UK Athletics will begin modernizing how we approach multiple revenue sources – including phasing out some ticket discount programs.

These decisions, while difficult, reflect our commitment to navigating the challenges facing college sports responsibly, ensuring we can continue to uphold the high standards that define UK Athletics.

University employee ticket policies
Beginning this fall, UK Athletics will begin phasing out discounts on season tickets for university employees. In addition, the athletics department will no longer provide complimentary single-game admission to university employees for women’s basketball and ticketed Olympic sports (volleyball, gymnastics, baseball and softball).

Employees will continue to attend regular season men’s and women’s soccer games at The Bell free of charge.

Timeline for employee discounts:

• Men’s Basketball
  • 2025-26 season – eligible employees will receive a 20% discount on up to two season tickets, as well as a 20% discount (reduced from 50%) on the associated K Fund donation for those seats.
  • 2026-27 season – employee discounts on tickets and K Fund donations will no longer apply.
• Football
  • 2026 season – eligible employees will receive a 20% discount on up to two season tickets, as well as a 20% discount (reduced from 50%) on the associated K Fund donation for those seats.
  • 2027 season – employee discounts on tickets and K Fund donations will no longer apply.
• Women’s Basketball & Baseball
  • 2025-26 season – single-game admission for university employees will transition to a paid model
  • 2026-27 season – employee discounts on season tickets will no longer apply.
• Volleyball, Gymnastics & Softball
  • 2025-26 season – single-game admission for university employees will transition to a paid model.

Olympic sports passes

Beginning this fall, the athletics department will no longer provide the K Fund Sports Pass as a donor benefit. Donors are encouraged to purchase season tickets if they’ve traditionally attended many of these events in the past, or purchase single-game tickets to support their favorite teams.

Child ticket policies

To better standardize across sports while managing venue capacities, the athletics department will adjust its child ticket policy for regular-season home events as follows:

• Volleyball, Women’s Basketball, Gymnastics, Baseball and Softball – a ticket will not be required for admission for children 2 years and under, provided they sit on the lap of a ticketed adult and do not require their own seat. Youth (ages 3-18) and seniors (ages 65+) may purchase specially-priced tickets in the general admission areas of each venue, based on availability.
• Football & Men’s Basketball – everyone, regardless of age, must have a ticket for admission. Infant lap tickets will still be available for football.

Men’s and women’s soccer

Beginning in August 2025, tickets will not be required to attend regular season men’s and women’s soccer events, and admission will be free for all attendees for regular season contests at The Bell. An exciting array of promotions for fans attending men’s and women’s soccer events will be announced soon.

Ticket pricing & fees

UK Athletics remains committed to providing a variety of ticket options and maintaining a great home advantage, while adjusting to market forces and the revenue growth required for our programs to strive toward championships.

Student ticket pricing for the 2025 season has been updated to better align with national peers; however, no student fees will be directed toward UK Athletics. Student athletics fees were phased out in 2018, making the UK one of a small number of institutions in the country with no student fees directed toward intercollegiate athletics.

Ticket prices will now be inclusive of all fees due to a new Federal Trade Commission rule. Going forward, per-order fees will be eliminated, and all per-ticket fees will be included in the cost of each ticket. Charges for optional goods or services may be excluded and assessed separately.

The ongoing support of the Big Blue Nation is critical to the success of UK Athletics. Thank you for your support.