In a development that’s turning heads across the college athletics landscape, the University of Kentucky is reportedly planning to allocate nearly half of its entire revenue-sharing budget to its men’s basketball program for the 2025-26 season. According to reports from CBS Sports’ Matt Norlander and sources close to Kentucky sports insider Tyler Thompson (@mrstylerksr), the Wildcats are dedicating approximately 45% of their $20.5 million revenue-sharing pool to men’s basketball alone.
That figure translates to a staggering $9.225 million commitment, a number that significantly outpaces what most Southeastern Conference (SEC) schools are earmarking for their basketball programs. In fact, Kentucky’s planned spending is reportedly more than three times the basketball budget allocations of many of its conference peers, underscoring just how much value the university continues to place on its storied basketball tradition.
For context, most SEC schools are expected to split their forthcoming revenue-sharing funds more evenly between football, men’s basketball, women’s sports, and general athletic department needs. However, Kentucky’s approach appears to heavily prioritize basketball, reinforcing the program’s long-standing position as the crown jewel of its athletic department. While football generates the lion’s share of revenue for many universities, at Kentucky, basketball reigns supreme both financially and culturally.
This unprecedented allocation comes as part of a broader shift in college sports, where schools are preparing for the next phase of the NCAA’s financial evolution. Beginning in the 2025-26 season, new revenue-sharing models will go into effect, largely influenced by the House v. NCAA antitrust lawsuit settlement. That settlement will allow universities to directly pay athletes from a shared revenue pool, ushering in a new era of athlete compensation.
Kentucky’s decision to channel such a massive portion of its budget into men’s basketball is likely aimed at maintaining its competitive edge in the recruiting landscape. In an increasingly pay-to-play environment, programs that want to attract top-tier talent will need to offer both competitive NIL (Name, Image, and Likeness) opportunities and direct financial benefits from the university’s revenue-sharing pool. For Kentucky, investing heavily in basketball makes sense given its blue-blood status, but the sheer scale of the commitment has nonetheless caught the attention of fans, media, and rival schools.
Critics might argue that this approach could put other sports at a disadvantage, particularly women’s programs or non-revenue sports that rely on broader athletic department funding. However, Kentucky seems to be betting that continued dominance in basketball will bolster its brand, drive ticket sales, and fuel long-term growth for the university as a whole.
Whether this aggressive basketball-focused strategy will pay off remains to be seen, but one thing is clear: Kentucky is doubling down on its hoops heritage in a way no other SEC school currently is. With $9.225 million reportedly earmarked for men’s basketball player compensation alone, the Wildcats are sending a loud and clear message—Kentucky basketball isn’t just a priority; it’s the priority.