Champions Classic Live Updates: Kansas vs. Michigan State, Duke vs. Kentucky Results, News, Schedule Tv

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On the eve of college basketball opening night, a giant digital billboard in New York’s Times Square flashed a perfect embodiment of the sport’s new name, image and era. Several Kentucky players appeared on screen in their uniforms in an ad for Morgan & Morgan, which calls itself the largest personal injury law firm in the country. So when the Wildcats meet Duke around the corner at the Champions Classic in Madison Square Garden on Tuesday night, they can honestly say it’s a business trip. And business is booming.

Before their first game, Kentucky’s players had already signed 180 NIL deals, ranging from a few hundred dollars on social media posts to six-figure blockbusters. And that’s just the basketball team. At the end of October, Texas announced 175 NIL deals for its entire sports division so far, only 11 in men’s basketball. So far, this new frontier has revealed an old truth: The Kentucky brand is powerfully valuable.

The total value of UK NIL deals has not yet been disclosed but is already in the seven-digit range, a source said.

GO ON

These cats make scratches: even before they give a tip, Kentucky players cash in on NIL deals


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