NIL has created a new necessity for all programs to reinvent themselves and find new ways to generate buzz and excitement but most importantly, revenue. Even if that means changing a traditional way in which fans can engage in something, to now do it with ticket sales. That is exactly what has happened with the Blue and White event for Kentucky basketball.
It is the last public practice of the season before both the men’s and women’s basketball programs launch into games. The Blue and White morphed from a scrimmage to a full-on fan experience and opportunity for fans to see their teams play before they actually played. Like all things at Kentucky basketball, it sells out, and Big Blue Nation packs the place to see their team. Until this year, there were hundreds of tickets that went to waste. Over 300 tickets went unsold, leaving many fans to wonder if the masterminds behind the new way of doing the Blue and White failed in their job.
Is the Blue and White event a failure because it didn’t sell out?
What happened? The Club Blue team decided to use the Blue and White event to help create extra NIL revenue, so they decided to sell the tickets for more—a lot more. At the same time, they added other elements to the event to make it worth that extra money. The starting ticket price was $100, and it went all the way up to $1250.
You would think that the $100 tickets would have been swept up and gone, but it was the other way around. The high-priced tickets were the first to go, and the hundreds that were left were more than $100, but not much more, around $125-$200.
The goal was to make the fan experience more worthwhile with deeper engagement. The UK Website said, “This preseason event will provide an exciting and engaging experience for fans while highlighting the vital role NIL plays in modern college sports.”
Which is fine, said many fans. I can’t afford that price, but I’ll just watch it on TV. Welp, to make sure they sold as many tickets as possible, the event went exclusive. There would be no TV feed. This is when fans began to get more frustrated. It went a little like this:
However, there’s a reason to be frustrated because the event has been a tradition and a pinnacle of the beginning of the season. Fans are feeling left out and even priced out. There is a reason to get a little out of sorts. There’s also a reason why Kentucky felt the need to raise money for NIL. It can be both. We are allowed to be frustrated by it but also understand why it took place.
Kentucky did a great thing today, though, and pivoted to more ways for priced-out fans to engage. They added a radio broadcast and a live stream.
While ticket sales may not have been successful, the event does seem to have raised a lot of money for Code Blue. If this was the goal, then it was a success. If it was for fans to see the team one more time, then it was mostly a failure. Ultimately, I would bet that Kentucky reinvents it again next year or at least adapts it from what it was this year.