SPORTS BUSINESS JOURNAL: Kentucky, Fanatics ink long-term extension, including NIL

Kentucky and Fanatics are set to announce a lengthy renewal of their relationship around e-commerce, wholesale and trading cards, Sports Business Journal has learned. The deal, which is slated to be announced on Friday, also includes a significant annual NIL activation fund for select Kentucky athletes. Exact terms of the agreement were not disclosed, though the extension effectively combines a handful of Fanatics’ deals with Kentucky to expire coterminously in 2038.

“[People] should look for Fanatics to get more deeply involved with college athletes and working together with them to grow these shared businesses that Fanatics has with our schools,” Fanatics SVP/College Tommy Gray told SBJ.