Kentucky Wildcats News: Duke – Amazon deal is type of innovation UK needs

WASHINGTON, DC - MARCH 29: Head coach Jon Scheyer of the Duke Blue Devils looks on during the second half of a game against the UConn Huskies in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC. (Photo by Emilee Chinn/Getty Images)

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What is the story about?

Good morning, BBN!

The world of college athletics is quickly changing as eligibility rules start to come into focus, but it is still NIL that has the college sports world on edge.

As revenue sharing has become legal, the old world of college athletics is gone, meaning you have to be innovative to get to the front of the pack of your respective sport. For Kentucky, under Mark Pope, they are seemingly getting left behind.

How much so? Well, a deal announced by Duke and Amazon is just the latest example.

On Thursday, Amazon announced three featured games for the Blue Devils this coming season, including matchups against UCONN and Michigan.

Why is this a big deal? Not only will it get the Duke brand world viewership, but it also shows that Amazon is willing to help the NIL efforts in Durham.

Let’s be honest, this deal is the innovation that the UK program has been desperately missing. Heck, the staff won’t even hire a GM.

This type of thing seems so foreign to the BBN at the moment, and that is not great. We are all trying to be positive heading into the season, but at the moment, the program seems to be trending downward, and seeing rival programs land these kinds of deals makes catching up even more challenging.

Let’s hope UK can get a new AD that is willing to dive headfirst into this new world of college athletics for all programs, or I’m afraid (at least men’s basketball) will get left in the dust.