Expanding upon a longstanding successful relationship with the University of Kentucky, Wrigley Media Group (WMG) and has entered into a “first-of-its-kind” partnership with the University to uniquely combine assets across the student campus, athletics, and newly renovated Rupp Arena at Central Bank Center. The partnership was developed and negotiated by JMI Sports’ UK Sports & Campus Marketing team.
“This agreement represents a fundamental value present in so much of what we do at the University of Kentucky – the power of partnership,” said Eric N. Monday, UK’s executive vice president for finance and administration. “Working with athletics and the university and our College of Communication and Information, we will be able to continually enhance the experience of fans and provide tangible opportunities for professional development and experience for our students.”
The deal allows WMG to entitle the newly developed Catwalk open air walkway at the Central Bank Center, support esports initiatives through the sponsorship of the UK Esports Club and the entitlement of the esports casting facility in the Cornerstone Innovation Building. WMG will produce in-game videos for UK Athletics events, and work with the UK College of Communication and Information to develop practical experiences for UK students in the video production industry.
“We’ve enjoyed a wonderful working partnership with the University for many years, explains Misdee Wrigley Miller, CEO and Owner of Wrigley Media Group. “This agreement allows me to solidify my commitment to UK and to the city of Lexington. I view this as my personal legacy to the city that I love.”
“We are thrilled to bring this innovative, student-centric partnership to life with Wrigley Media Group,” said UK Sports & Campus Marketing President, Kim Shelton. “As a Lexington-based company, Wrigley has been a dedicated partner to the University of Kentucky. We are excited to continue to support that commitment, helping Wrigley to create a deeply integrated partnership that combines traditional sponsorship assets with innovative entitlement rights and focused educational programming.
“As a UK alumni and former member of the JMI Sports family, this represents a full circle moment for me,” explains David Bertram, CRO of Wrigley Media Group, who helped craft the deal. “These organizations share the same brand standards and values, so bringing them together with this partnership is a natural fit.”
The Central Bank Center and historic Rupp Arena are known as one of the most widely recognized entertainment venues in North America and serve as a backdrop to Lexington’s most vibrant urban gathering space. The ribbon-cutting celebrating the completion of the renovated Bank Center will take place in Spring of 2022. Additional details and information will be shared at that time.