Kentucky Sports Radio (KSR) founder Matt Jones has publicly refuted recent reports suggesting that the University of Kentucky’s Name, Image, and Likeness (NIL) budget for men’s basketball exceeds $20 million. During a broadcast of the KSR Radio Show on April 23, 2025, Jones stated, “It is nowhere near that number,” in response to claims circulating on social media and among national sports analysts. ([LISTEN: Matt Jones explains what is holding Kentucky back in NIL – On3](https://www.on3.com/teams/kentucky-wildcats/news/kentucky-football-recruiting-nil-administration-collectives-matt-jones/?utm_source=chatgpt.com), [NIL budget …](https://www.on3.com/teams/kentucky-wildcats/news/matt-jones-pushes-back-kentucky-alleged-20m-nil-budget-nowhere-near-number/?utm_source=chatgpt.com))
The $20 million figure reportedly gained traction after being cited by ESPN analyst Dick Vitale and other media outlets. However, Jones emphasized that while Kentucky’s NIL spending is among the highest in the country, it does not approach the $20 million mark. He acknowledged that the Wildcats’ roster budget for the 2025–26 season is projected to be over $10 million, placing them among the top three schools in roster spending. Nevertheless, he clarified that the actual NIL budget is significantly lower than the inflated estimates circulating online. ([NIL budget …](https://www.on3.com/teams/kentucky-wildcats/news/matt-jones-pushes-back-kentucky-alleged-20m-nil-budget-nowhere-near-number/?utm_source=chatgpt.com))
Kentucky’s NIL efforts have been bolstered by the establishment of Club Blue, a collective launched in March 2024. The collective has successfully raised $5 million, including a $4 million donation from two major donors and an additional $1 million from the general fanbase through recurring annual commitments. This funding has been instrumental in supporting head coach Mark Pope’s recruitment efforts, enabling the acquisition of high-profile transfers such as Kerr Kriisa, Koby Brea, Brandon Garrison, Andrew Carr, Otega Oweh, Lamont Butley Jr., and Amari Williams . ([Kentucky NIL Collective Receives Six …](https://www.si.com/fannation/name-image-likeness/nil-news/kentucky-nil-collective-receives-six-figure-donation-commitment-brayden9?utm_source=chatgpt.com))
Despite these advancements, Jones has expressed concerns about Kentucky’s overall NIL strategy, particularly in football. He has criticized the university’s administration for not empowering a single collective to lead NIL initiatives, resulting in a fragmented approach. Additionally, Jones highlighted issues with Kentucky’s marketing partner, JMI, which has reportedly imposed high fees on businesses seeking to engage in NIL deals with players, thereby hindering potential partnerships . ([Matt Jones discusses Kentucky’s NIL situation, how it can improve – On3](https://www.on3.com/teams/kentucky-wildcats/news/matt-jones-discusses-kentuckys-nil-situation-how-it-can-improve/?utm_source=chatgpt.com), [LISTEN: Matt Jones explains what is holding Kentucky back in NIL – On3](https://www.on3.com/teams/kentucky-wildcats/news/kentucky-football-recruiting-nil-administration-collectives-matt-jones/?utm_source=chatgpt.com))
In summary, while Kentucky’s NIL budget is substantial and continues to grow, Matt Jones has firmly rejected the $20 million figure, urging fans and stakeholders to rely on accurate information when assessing the program’s financial commitments.
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