The revenue-sharing era of college athletics kicked off on July 1. In order to pay student-athletes more than $20 million a year, the University of Kentucky is looking for additional revenue streams to balance the budget. One of those changes is in the form of ticket pricing.
The University of Tennessee announced last fall that it will be adding a 10% “talent fee” in order to subsidize its payments to student-athletes. The University of Kentucky is not taking such a drastic approach. However, changes are coming for UK employees and fans who bring small children to games.
Children will Require Tickets to Attend Big Games
In the past, Kentucky charged a $10 fee for children to sit in the laps of their parents for Kentucky football and men’s basketball games. In the revenue-sharing era, every person must have a full-price ticket, regardless of their age.
Children 2 years and under may still sit on a parent’s lap for free while attending games to watch Kentucky volleyball, women’s basketball, gymnastics, baseball, and softball. Discounted tickets will be available for children 3-18 and seniors 65 and older.
Kentucky is Phasing Out Employee and Faculty Discounts
By the 2027 season, University of Kentucky employees will no longer receive employee discounts for Kentucky football and men’s basketball season tickets. The athletic department will no longer provide complimentary tickets for Olympic sports, either.
Men’s Basketball and Football: This fall, 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. In 2027, employee discounts on tickets and K Fund donations will no longer apply.
Women’s Basketball and Baseball: Single-game admission for university employees will transition to a paid model in 2026. Employee discounts for season tickets will no longer apply in 2027.
Volleyball, Softball, and Gymnastics: Single-game admission for university employees will transition to a paid model.
UK is sharing the following message with school employees: “It was not an easy decision to come to and we’re committed to broad-based approach to both growing revenues and reducing expenses/reductions in revenue.
“Because our campus colleagues are such valued parts of our community and fandom we want to make these changes in a phased manner. We will remain 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.”
Men’s and Women’s Soccer Games are Free
It will cost more to attend games for every other sport, aside from the men’s and women’s soccer games. All regular season games at The Bell will be free of charge.
One Final Change
There will no longer be hidden fees for tickets. Ticket prices will include all fees up front.
UK Athletics shared more detailed information about the changes coming to ticket pricing in the new revenue-sharing era.
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