JMI/UK Athletics Naming Rights Partner Valuation

EXECUTIVE SUMMARY
On June 23rd, 2014 the University of Kentucky (UK) announced that JMI Sports had been awarded UK’s athletics and campus multimedia marketing rights with a
15-year, $210 million deal. An innovator in sales, marketing, and project management services to university properties including the Southeastern Conference
(SEC), Alabama, North Carolina, Oregon, Auburn, Syracuse and many more, UK serves as the first client for which JMI will operate as the third-party multi-
media rights holder. For the University, priorities in signing the agreement included the ability to have a network and platform that allowed fans to absolutely
stay in contact with the pulse of Wildcat Athletics, the successes by student-athletes, as well as the campus-wide initiatives that are taking place to advance the
mission of UK. Additionally, Kentucky Athletics looked to take proactive measures toward ensuring the competitive health of student-athletes and coaches by
equipping them with the resources necessary to compete at the highest level not only against conference peers but on the national landscape.
A core component of the RFP process and bid selection of JMI Sports was the ability to expand and deliver a first-class experience for fans, donors, alumni,
alike through enhancement of campus and athletic facilities. With 67 corporate naming rights within the intercollegiate athletics space, specifically 18 football
facilities, UK Athletics and JMI sought to explore the identification, validation, and valuation of prospective naming rights partners for Commonwealth Stadium,
home of the Kentucky football. Specifically, our charge was to create assets that extend the reach and benefits for a naming rights partner beyond the stadium,
potentially transcending Athletics and reaching the student body and alumni base as part of a truly holistic, comprehensive agreement.
In looking at the initial list of properties considered, prospective partners where vetted on the basis of management ties to UK, either via the K-Fund or affinity
for the university as alumni, prior relationships or philanthropic initiatives with the University and campus units, past involvement in sport (conducted through
Sports Business Journal), degree of consumer insights uncovered through Scarborough research, and the financial capacity to enter into a possible naming
rights deal. After researching an initial list of 31 companies comprised of regional businesses and those who were expanding their footprint into the region, 11
were tabbed as attractive and worthy of full-scale valuation through the development of activation strategies that includes static signage, in-game inventory,
digital assets, printed advertising, entertainment options, and other peripheral opportunities that uniquely and strategically advanced the corporate initiatives
and objectives of these partners. Through the use of Navigate Research’s Navigator valuation tool, the portfolio of activation elements for each organization
(Ashland/Valvoline, Big Ass Solutions, Central Bank, Dish Network, Humana, Kentucky Farm Bureau, Tempur-Pedic/Tempur-Seally, Toyota) were valued at their
fair market value, each of which is outlined in detail in the pages of this report.
Additionally, Joyce Julius & Associates, Inc. conducted an independent valuation that showcased the projected quantitative exposure a corporate naming rights
agreement would be expected to receive via name-in-title sponsorship rights of Commonwealth Stadium via impression stemming from television news
coverage, print media, internet news coverage, as well as home game telecasts on the newly formed SEC Network. Total exposure from research is expected to
produce roughly 318.6 million impressions annually valued at $8.02 million. Combined with a program that under the direction of second-year head coach, Mark
Stoops, is starting to translate success on the recruiting trail to success on the football field, there’s opportunity for prospective partners to creatively reach a
passionate demographic of Wildcat fans through a naming rights agreement that would be the first of its kind in the Southeastern Conference.

UK FOOTBALL:
AT-A-GLANCE
2
There’s been a budding excitement around Lexington and the
Kentucky Wildcat football program. Now in his second year with
the Wildcats, Stoops has already won more games (five) this
season than the previous two seasons combined (two each in
2012 and 2013). The future is bright for continued progress, given
the recruiting success of Stoops and his coaching staff. With a
full year to recruit the 2014 signing group, the Kentucky coaches
landed a consensus top-25 class, including a No. 17 ranking by
Rivals.com, UK’s highest-rated class in the Internet era of
recruiting evaluation. Since he took the reins at Kentucky, Stoops
has signed or presently has commitments from 17 players that
are ranked as four-star prospects. From 2002 (the first year of
the Rivals recruiting data base) through 2012, Kentucky signed
only 14 total prospects ranked as four stars. Three of those four-
star prospects signed in the pre-Stoops period – Demetrius
Goode (2006), D.J. Stafford (2007) and Alex Smith (2010) – never
played a down of football at UK. A fourth, quarterback Ryan
Mossakowski (2009), transferred without ever through a pass in
a game.
While stars are not always a perfect barometer of talent, fans
are responding to the team’s efforts. The 2014 Spring Game had
more than 50,000 fans show up to support the ‘Cats and since
Commonwealth Stadium expanded in 1999, UK has ranked in the
nation’s top 25 in attendance 11 times. 2013 saw the nation’s
second-largest improvement in per-game average attendance,
up 9,781 from to 59,372. Additional momentum has been
generated with the recently approved $120 million renovation of
Commonwealth stadium that will include planned additions in the
form of a multi-purpose recruiting room, new home team and
press facilities, and new team store and new full-service kitchen.
On October 31st, 2014, fresh off a win over the University of South
Carolina to snap a 17-game conference skid, Coach Stoops was
rewarded with a contract extension through the 2020 season.
A NEW ERA IN LEXINGTON

JOYCE JULIUS &
ASSOCIATES
3
OVERVIEW (VIA JOYCE JULIUS & ASSOCIATES NAMING RIGHTS SPONSOR EXPOSURE PROJECTION)
This report showcases the projected quantitative exposure a corporation is expected to receive via name-in-title sponsorship rights of the University of Kentucky’s Commonwealth
Stadium on an annual basis. Impressions and exposure values stemming from television news coverage, print media, Internet news coverage monitored for one calendar year
provide the benchmark for the projection. Additionally, two 2014 home game telecasts were measured for potential sponsor exposure with those findings projected for a full season,
while local television and radio football programming is also included. Finally, on-site impact, as well as promotions, generating exposure for a potential stadium sponsor are likewise
detailed within this analysis.
TELEVISION EVENT COVERAGE
Ø  Joyce Julius & Associates, Inc. monitored the SEC Network’s telecast of the home
Kentucky football game on August 30, 2014, as well as ESPNU’s coverage of the contest
from September 6, 2014 for in-broadcast exposure received by “Commonwealth
Stadium”
LOCAL TELEVISION PROGRAMMING
Ø  Airings of 15 Coach Shows, along with recruiting, pre-season and bowl game specials—
appearing on WBKO, WTVW, WYMT, WSAZ, WKYT and WYMO—feature various mentions of
the stadium. It is projected each airing will average three mentions of the facility.
TELEVISION NEWS COVERAGE
Ø  Cision, Inc., which reviews news programming appearing in all 210 U.S. markets, was
contracted to monitor closed-captioning exposure appearing on broadcasts throughout
the country mentioning Commonwealth Stadium from April 1, 2013 through March 30,
2014.
ü  CBS Sports Network, ESPN, ESPN2, and ESPNU all referenced Commonwealth
Stadium
ü  223 programs in the Lexington, KY market produced 27% of the TV News
exposure value
LOCAL RADIO PROGRAMMING
Ø  Airings of 15 Coach Shows and seven home game radio broadcast— appearing on 59
stations throughout Kentucky, Ohio and West Virginia—feature various mentions of the
stadium
PRINT MEDIA
Ø  Print media was monitored Commonwealth Stadium exposure in conjunction with Lexis
Nexis, which analyzes more than 3,000 U.S. and International daily/weekly publications.
Publications were monitored from August 1, 2013 through July 31, 2014.
ü  214 articles referencing the stadium appeared during September (most for
the year)
ü  80.7% of articles originated from Kentucky publications
INTERNET NEWS
Ø  Commonwealth Stadium appeared in 225 headlines while Stoops appeared 451 times.
55% of all articles were posted in September, October, and November

JOYCE JULIUS &
ASSOCIATES
4
ON-SITE IMPACT/PROMOTIONS
Ø  Various exterior signage locations, as well as printed materials, will provide a corporation with significant exposure. To determine on-site
impressions, an equation that factors the stadium's attendance and the number of at-site exposure opportunities is utilized. Total impressions
stemming from on-site assets are determined via the following formula:
# DISTRIBUTED/PLACEMENTS X ATTENDANCE X RECOGNITION GRADE = TOTAL IMPRESSIONS
Ø  Recognition Grade factors were derived for each On-Site element. Data used within the assets were established via such sources as traffic counts,
published research on premium acceptance and usage, as well as proprietary Joyce Julius and Associates survey research. The following provides
examples of the Recognition Grade factors:
{1 (100%), 2 (70%), 3 (50%), 4 (30%), 5 (10%)}
Ø  Recognition Grades are based on the following criteria
1.  Location of the element/asset/inventory
2.  Size/Clarity of the element/asset/inventory
3.  Quality of the item
4.  Duration of the Event
5.  Type of Event where the Distribution Took Place
ü  Signage
ü  Printed Materials
ü  Online Advertising
ü  Premium Items
OVERVIEW – ANNUAL IMPACT

TV
RADIO
PRINT
INTERNET
ON-SITE

0:07:07(EVENT TV)

42 (EVENT TV)

EXPOSURE TIME

MENTIONS/ARTICLES

54 (LOCAL TV PROGRAMMING)

652 (TV NEWS PROGRAMMING)

96
815
3,340

IMPRESSIONS (WATCH/ATTEND/LISTEN)

13,104,000 (EVENT TV)

1,046,779 (LOCAL TV)

20,184,554
(TV NEWS)

4,523,202
63,485,249
184,931,329
31,357,064

EXPOSURE VALUE

$695,570.00 (EVENT TV)

$93,600.00 (LOCAL TV)

$478,172.08
(TV NEWS)

$116,924.76
$1,482,769.43
$4,381,023.17
$794,274.44

318,632,177 IMPRESSIONS // $8,042,333.89

*Valuation does not include access to twenty (20) game tickets, six (6) parking passes, one (1) suite, two (2) sideline passes per home game, opportunity for
four (4) individuals to travel on the team charter and stay at the team hotel for one (1) away game per season, and two (2) courtside seats to all UK men’s
basketball home games. Cross-campus opportunities for endowed scholarships will also be available in the Gluck Equine Research Center and Department of
Veterinary Science.

Alltech is a global animal health and nutrition company that provides natural, nutritional solutions to the food and feed industries. As one of the only privately held companies among
the top ten animal health companies in the world, Alltech has been able to stay focused on customer needs, innovation and long-term objectives fueling growth which has been
20-25% annually. The company is approaching $700 million in sales revenue and is on target to reach $1 billion in 2014.Dr. Karl Dawson (VP, Chief Scientific Officer) has served as the
director of the nutritional microbiology laboratory in the University of Kentucky department of animal sciences for the past 21 years while E. Michael Castle II (VP, Chief Legal Officer),
earned his bachelor’s degree in chemical engineering with a minor in mathematics from UK. Alltech donated $10,000 to a task force charged with developing a plan to help revitalize
Rupp Arena and the surrounding downtown district. The following naming rights agreement was developed through research on Alltech’s past involvement in sport obtained
from Sports Business Journal while using Navigate Research’s Navigator platform to evaluate a fair market value estimate of the following sponsorship inventory and
asset elements:
OVERVIEW
5
ALLTECH
INVENTORYRENDERING(S)AVAILABLEONTHEFOLLOWINGPAGE
PRINT
Ø  Program Advertisement (Front)
Ø  Logo on Schedule Cards
Ø  Logo on UK Ticket Stock (Back)
Ø  Logo on Team Poster
DIGITAL SIGNAGE
Ø  Main Video Board
4 :30 LED advertisements (non-animated) per quarter
$9,566
$1,913
$1,530
$2,773
$42,479
STATIC SIGNAGE
Ø  Exterior Branding on the Main Scoreboard
Ø  On Campus and In-Venue Recycling and Garbage Disposal Bins
Ø  “Alltech Upper Deck” Signage across the Stadium Façade and Section Portals
Ø  Branded Dog Parks On-Campus and in the Greater-Lexington Community
$111,604
$149,994
$52,760
$7,560
IN-VENUE PROMOTION
Ø  Alltech “Natural Performer of the Game” (TV, Radio, Social)
Ø  Defensive Play/Player of the Game Presented by Alltech
Alltech strives to build natural defenses for quality of life
Ø  The “Alltech Check” Instant Replay Presented by Alltech
$26,380
$21,983
TELEVISION EXPOSURE FOR ASSOCIATED ELEMENTS
Ø  Total Television Exposure
TOTAL VALUATION OF SPONSORSHIP PROPOSAL (ANNUAL) $924,981*
$465,243
$32,975

ACTIVATION ELEMENTS: AT-A-GLANCE
SCOREBOARD LED MATRIX INVENTORY
SCOREBOARD BRANDED SIGNAGE
ACCESS TO TWO (2) SEASON SIDELINE
PASSES GOOD FOR ALL HOME UK
FOOTBALL GAMES
ACCESS TO ONE (1) SUITE ON A
SEASON-BASIS FOR EVERY YEAR OF
THE NAMING RIGHTS AGREEMENT
ALLTECH BRANDED DOG PARKS ON
CAMPUS AND IN THE GREATER-
LEXINGTON AREA
ALLTECH NATURAL PERFORMER MVP OF
THE GAME RADIO INVENTORY WITH
OPPORTUNITY TO EXPAND TO TV AND
SOCIAL
ALLTECH’S DEFENSIVE PLAY OF THE
GAME AS ALLTECH STRIVES TO BUILD
NATURAL DEFENSES FOR QUALITY OF
LIFE
ALLTECH RECYCLING BINS IN
COMMONWEALTH STADIUM AND ON-
CAMPUS TO SUPPORT SUSTAINABILITY
FOR PEOPLE AND ANIMALS
6
ACTIVATION AND ENDOWED
SCHOLARSHIP OPPORTUNITIES FOR
PROFESSORSHIPS WITH THE GLUCK
EQUINE RESEARCH CENTER AND
DEPARTMENT OF VETERINARY SCIENCE
“ALLTECH UPPERDECK” SIGNAGE AT
EACH PORTAL ON THE UPPERDECK
INSTANT REPLAY BROUGHT TO YOU
BY ALLTECH CHECK INSTANT REPLAY
ALLTECH

ASHLAND/
VALVOLINE
7
basketball home games. Additionally, Valvoline will have the opportunity to “Burn the Midnight Oil” as the presenting sponsor of Big Blue Madness and have
access to assets including, but not limited to, branding of the main equipment truck (UK Football: A Well-Oiled Machine), Valvoline Mechanics of the Play Big
Play Breakdown of the Game, Valvoline Drive of the Game, season ticket holder contact information for targeted rebate offers, Valvoline branded
concessionaire/volunteer uniforms to highlight the quick service nature of stadium concessions, and a “Loyal Oil” card for all UK students, faculty, and staff.

Since its inception in 1924 as a regional petroleum refiner, Ashland has evolved into a specialty chemical company with a global reach, experiencing annual sales in excess of $6.502
billion. Headquarted in Covington, KY, Ashland/Valvoline is predominantly involved in sponsorship agreements with a diverse portfolio of NASCAR, NHRA and other motorsport
properties/ownership groups. Samuel J. Mitchell, Jr. (Senior VP, Ashland, Inc./President, Valvoline) currently serves on the board of the UK Gatton College of Business Dean’s
Advisory Board. The following naming rights agreement was developed through research on Ashland/Valvoline’s past involvement in sport obtained from Sports Business
Journal while using Navigate Research’s Navigator platform to evaluate a fair market value estimate of the following sponsorship inventory and asset elements:
OVERVIEW
PRINT
$9,183
$1,913
$1,530
$1,375
DIGITAL SIGNAGE
Ø  Main Video Board $42,479
EXPERIENTIAL
Ø  Guaranteed Engine Program
Valvoline’s “Engine Guarantee” asks consumers to register their vehicle at Valvoline.com or on the concourse at UK home football
games, use Valvoline regularly for oil changes, and Valvoline will guarantee their engine up to 300,000 miles
$43,967
GIVEAWAY
Ø  “Drive 38”
When the Cats score 38 or more points during the season, all fans in attendance using their ticket stub will be eligible to receive $5 off
their next Valvoline Instant Oil Change, a promotion to help celebrate Valvoline’s 38 Lexington locations
$56,277
STATIC SIGNAGE
Ø  Exterior Branding on Main Scoreboard AND Interior Branding Opportunities on Elevator Doors/Associated Assets
Ø  Cross-Campus Branding on all 18 Lexington CATS Shuttle Busses
Ø  Valvoline Oil Change Quick Service Lots
From oil changes to tire pressure, Valvoline’s Instant Oil Change Quick Service Lot can be a one-stop-shop for fans looking to complete
routine maintenance on their car while they are in the game
$141,941
$28,350
$19,785
IN-VENUE PROMOTION
Ø  Big Blue MaxLife Performers of the Game
Ø  Instant Replay Brought to you by Valvoline Instant Oil Changes P.A. Read
Ø  Opportunity to be a Game Day Presenting Sponsor for One (1) Home Football Game per Season
Ø  Top Off Your Fluids Row/Section of the Game (Non-Alcoholic Beverages ONLY)
$43,967
$32,975
$12,276
$2,638
$417,087

VALVOLINE MECHANICS OF THE
PLAY BIG PLAY BREAKDOWN TV
INVENTORY
$5 OFF AN OIL CHANGE WHEN
KENTUCKY SCORES 38 OR MORE
POINTS IN A GAME TO CELEBRATE
VALVOLINE’S 38 LEXINGTON
LOCATIONS. UK IS AVERAGING 29.2
POINTS PER GAME IN 2014
OPPORTUNITY TO “BURN THE
MIDNIGHT OIL” AS THE
PRESENTING SPONSOR OF BIG
BLUE MADNESS
CROSS-CAMPUS BRANDING OF THE
18 CATS LEXINGTON TRANSIT
BUSSES THAT SERVE OVER
750,000 RIDERS ANNUALLY
VALVOLINE BRANDED SHIRTS
FOR CONCESSION WORKERS AND
VOLUNTEERS TO SHOWCASE
THEIR EXPERTISE AS A QUICK-
SERVICE LOCATION
EQUIPMENT TRUCK BRANDING
WITH KENTUCKY FOOTBALL AS A
“WELL-OILED MACHINE”
BRANDING ON ALL MEDICAL
GATOR AND FACILITY VEHICLES
INSTANT REPLAY PRESENTED BY
VALVOLINE INSTANT OIL CHANGES
“LOYAL OIL” CARDS FOR ALL
UNIVERSITY OF KENTUCKY
STUDENTS AND STAFF
“TOP OFF YOUR FLUIDS” SECTION AND
ROW OF THE GAME P.A. READ THAT
ALLOWS FANS IN A PRE-DETERMINED
SECTION TO TOP OF THEIR FLUIDS ON
ONLY NON-ALCOHOLIC BEVERAGES
VALVOLINE TAILGATE LOTS THAT
ALLOW FANS TO PARK THEIR CAR
AND HAVE INSTANT SERVICE
DONE BY ON-SITE STAFF (I.E. TIRE
PRESSURE, ETC.)
EXTERIOR SCOREBOARD
BRANDING SIGNAGE
SEASON-BASIS FOR EVERY YEAR
OF THE NAMING RIGHTS
AGREEMENT
ASHLAND/
VALVOLINE
SCOREBOARD LED MATRIX
INVENTORY
ACCESS TO TWO (2) SEASON
SIDELINE PASSES GOOD FOR ALL
HOME UK FOOTBALL GAMES
8
PREFERRED OIL OF UK
ATHLETICS IN HELPING PRODUCE
WELL-OILED MACHINES

BIG ASS
SOLUTIONS
9
*Valuation does not include access to twenty (20) game tickets, six (6) parking passes, one (1) suite, two (2) sideline passes per home game, opportunity for four (4)
individuals to travel on the team charter and stay at the team hotel for one (1) away game per season, and two (2) courtside seats to all UK men’s basketball home
games. Additionally, with access to campus-wide rights, Big Ass Solutions could become the exclusive climate control provider for all on-campus buildings and facilities,
establishing the University of Kentucky as a “beta site” to test Big Ass Solutions recent integration with the Nest Learning Thermostat. It is projected that such a move to
help the University save anywhere from 4-6% on its current $38 million annual utility bill, an equivalent of between $1.52 million and $2.28 million in reduced energy bills.
Big Ass Solutions manufactures fans and lights in Lexington, Ky., where the company is headquartered and founded back in 1999. Big Ass Solutions’ products are integrated in
thousands of residential, commercial and industrial applications including usage by numerous NFL, MLB and NBA franchises. Recognized as one of the fastest growing manufacturing
companies in Kentucky as part of Inc., Magazine’s list of the 5,000 fastest growing private companies nationwide, Big Ass Solutions saw annual revenue increase from $34 million to
$122 million between 2009 and 2013. The company expects revenue of $175 million in 2014 and aims to reach $1 billion annually by 2020, With it’s recent partnership with the Nest
Learning Thermostat, Big Ass Solutions is looking to further tap into a residential market that includes nearly 300 million ceiling fans in the U.S., an average of three to four per
home. The following naming rights agreement was developed through research on Big Ass Solution’s past involvement in sport obtained from Sports Business Journal
while using Navigate Research’s Navigator platform to evaluate a fair market value estimate of the following sponsorship inventory and asset elements:
OVERVIEW
PRINT
DIGITAL SIGNAGE
STATIC SIGNAGE
Ø  In-Venue Field Branding on the Kentucky North/South 20-yard lines Adjacent to the Team Box
Ø  Press Box Naming Rights Opportunity
Ø  Licensing Rights to Produce UK/Big Blue Nation (BBN) Haiku Residential Fan Blades
IN-VENUE PROMOTION
Ø  “Be Cool, Think Smart” Moment of the Game (Opportunity for Radio/Television Extension
Ø  Opportunity to be a Presenting Sponsor for One (1) Home Game during the Season
$9,566
$1,913
$1,530
$2,773
$40,164
$105,520
$79,140
$52,760
$26,380
$2,638
$12,276
$407,205
ANY POST-GRADUATE

ACCESS TO TWO (2) SEASON SIDELINE PASSES
GOOD FOR ALL HOME UK FOOTBALL GAMES
ACCESS TO ONE (1) SUITE ON A SEASON-BASIS FOR
EVERY YEAR OF THE NAMING RIGHTS AGREEMENT
“BE COOL, THINK SMART”/”COOL UNDER
PRESSURE” MOMENT OF THE GAME RADIO/TV
INVENTORY
UK/BIG BLUE NATION LICENSING AND BRANDING
OPPORTUNITIES ON HAIKU MODEL/SMART FAN
BLADES (OVER 100,000 TOTAL UNIT SALES IN 2013)
NAMING RIGHTS OPPORTUNITY FOR THE NEW PRESS
BOX EXPANSION
OPPORTUNITY FOR CROSS-CAMPUS INTEGRATION OF
HAIKU SMART FAN/NEST LEARNING THERMOSTAT
TECHNOLOGY TO ACT AS A BETA SITE (ESTIMATED
SAVINGS OF 4-6% ON $38 MILLION UTILITY BILL
EQUATES TO $1.52 - $2.28 MILLION IN ANNUAL
SAVINGS)
BIG ASS
SOLUTIONS
10

CENTRAL BANK
11
basketball home games. Additionally, while this valuation factors in exclusive in-venue placement of Central Bank ATM’s at Commonwealth Stadium on game
days, it does not include campus-wide ATM placement across all 26 residence halls and other athletic events, including Rupp Arena. Further, Central Bank will
have access to UK student-athletes via their wealth management seminar series as well as University alumni, donors, season ticket holders, and campus and
athletic staff through monthly financial services seminars hosted at Commonwealth Stadium or Nutter Fieldhouse. Similar to TCF’s naming rights agreement
with the University of Minnesota that provided internship and co-op experiences for students, Central Bank will have unparalleled access to UK students in the
Gatton College of Business and Economics. Lastly, to promote the passion for Big Blue Nation through their consumption and spending behavior, UK fans can
receive uniquely branded Central Bank checks/checkbooks that display historical moments and student-athletes in Kentucky Athletics history similar to
Maker’s Mark collector edition, blue wax bottles. As the preferred bank for athletic department loans, Central Bank will also have the opportunity for co-
branding opportunities on all ATM money tubes, bank envelops, and other ancillary materials.

The Mission of Central Bancshares is to become Kentucky’s leading, high performing, community banking company by empowering staff to deliver consistently superior service
and value to Central Bank customers, shareholders and communities. Anthany Beatty, current Mayoral candidate for the City of Lexington and Assistant VP – Campus Services/Public
Safety after serving as the Lexington Chief of Police from 2001-2007 sits on the Central Bank Lexington Advisory Board of Directors. Additionally Everette McCorvey (UK Board of
Trustees) and Michael Tearney (KPMG Endowed Professor Emeritus, Gatton College of Business and Economics) also serve on the Central Bank Lexington Advisory Board of Directors.
In addition to their current involvement with UK, Central Blank, announced a joint gift of $7 million to support a new auditorium in the College of Business and co-fund a new project at
the A.B. Chandler Hospital in Lexington. The following naming rights agreement was developed through research on Central Bank’s past involvement in sport obtained from
Sports Business Journal while using Navigate Research’s Navigator platform to evaluate a fair market value estimate of the following sponsorship inventory and asset
elements:
OVERVIEW
PRINT
$9,183
$1,913
$1,530
$1,375
DIGITAL SIGNAGE
$42,479
STATIC SIGNAGE
Ø  Exclusive In-Venue Placement of Central Bank ATMS
Ø  Co-Branding Opportunities on All UK Parking and Transportation Bus Passes
CATS serves over 40,000 daily commuters to campus and over 750,000 annual riders
Ø  Practice Jersey and Helmet Signage
Ø  Logo Placement on All Undergraduate and Graduate WildCard Student ID Cards (28,892)
Ø  Interior Branded Signage
$111,604
$50,123
$42,525
$50,122
$5,783
$10,552
$392,615

SIDELINE PASSES GOOD FOR
ALL HOME UK FOOTBALL
GAMES
SEASON-BASIS FOR EVERY
YEAR OF THE NAMING RIGHTS
AGREEMENT
INVENTORY
CO-BRANDING OPPORTUNITIES
ON ALL PRACTICE JERSEYS OR
APPAREL
FREE SEASON TICKETS FOR ALL
UK STUDENTS WHO SIGN UP FOR
A CENTRAL BANK STUDENT
CHECKING ACCOUNT
OPPORTUNITY TO PARTNER WITH
THE GATTON COLLEGE OF
BUSINESS AND ECONOMICS FOR
STUDENT INTERNSHIPS AND CO-
OP EXPERIENCES
WITH A STUDENT ENROLLMENT JUST SHY
OF 29,000 (UNDERGRADUATE AND
GRADUATE), CENTRAL BANK WOULD HAVE
LOGO PLACEMENT ON ALL 28,928
WILDCARD ID CARDS THAT
SIMULTANEOUSLY ACT AS THEIR STUDENT
DEBIT CARD
EXCLUSIVE ON-CAMPUS ATM-PLACEMENT
IN ALL 26 UK RESIDENCE HALLS AS WELL
AS EXCLUSIVE IN-VENUE PLACEMENT OF
ALL ATM’S AT UK ATHLETIC FUNCTIONS IN
COMMONWEALTH STADIUM AND RUPP
ARENA AS A PREFERRED BANKING PARTNER
WEALTH MANAGEMENT
SEMINARS FOR ALL UK STUDENT
ATHLETES TO DISCUSS WEALTH
MANAGEMENT PLANS AND
STRATEGIES
12
CENTRAL BANK
SCOREBOARD BRANDED
SIGNAGE
A VIP ENTRANCE GATE AT
COMMONWEALTH STADIUM FOR
ALL UK FANS WHO PRESENT A
VALID CENTRAL BANK DEBIT OR
CREDIT CARD
WITH OVER 40,000 PEOPLE WHO COME TO
CAMPUS EVERYDAY, INCLUDING NEARLY
750,000 ANNUAL RIDERS, CENTRAL BANK
WOULD RECEIVE BRANDING OPPORTUNITIES
ON ALL UK PARKING AND TRANSPORTATION
BUS PASSES
MONTHLY FINANCIAL SERVICES
SEMINARS OPEN TO UK SEASON
TICKET HOLDERS, ATHLETIC
DEPARTMENT AS WELL AS
UNIVERSITY STAFF
UK ATHLETICS SPECIALLY BRANDED
HISTORICAL CENTRAL BANK CHECKS
AND CHECK BOOKS THAT FEATURE
HISTORIC MOMENTS AND STUDENT
ATHLETES
ON ATM TUBES AND ANCILLARY
BANK MATERIALS AND
COLLATERAL

DISH NETWORK
*Valuation does not include access to twenty (20) game tickets, six (6) parking passes, one (1) suite, two (2) sideline passes per home game, opportunity for four
(4) individuals to travel on the team charter and stay at the team hotel for one (1) away game per season, and two (2) courtside seats to all UK men’s basketball
home games. Additionally, fans who sign up for Dish using a special registration code can receive a UK branded Dish receiver box and custom Big Blue Nation TV
remote. Those fans who successfully refer their friends, family, or fellow fans to register for Dish as their TV service provider will have the chance to win VIP
experiential opportunities during the season as well as two (2) free tickets to a future game.

The #2 provider of satellite-based pay-TV in the US serves about 14 million subscribers, which includes business clients in such industries as hospitality, restaurant, and retail. In
March 2014 Dish Network agreed to an agreement to carry the SEC Network as part of a wider carriage deal with Disney-ABC Television Group for its ABC owned-and-operated
stations and cable network. It’s important to note subscriber related revenue accounted for over 92% of total profits last year. Dish Network’s past involvement in sport includes
activation with MLB, the NFL, as well as the University of Tennessee, UCLA, and Virginia Tech University. The following naming rights agreement was developed through research
on Dish Network’s past involvement in sport obtained from Sports Business Journal while using Navigate Research’s Navigator platform to evaluate a fair market value
estimate of the following sponsorship inventory and asset elements:
OVERVIEW
13
PRINT
$9,183
$1,913
$1,530
$1,375
EXPERIENTIAL
Ø  Fans Can Sign Up for Dish Service on the Concourse at All UK Home Football Games $6,595
ONLINE AND SOCIAL MEDIA
Ø  “The Latest Dish” Presented by Dish Network
Each week via social media and radio inventory, Head Coach Mark Stoops will provide his take on the program and upcoming
matchups at his radio show, Big Blue Weekly
$3,346
DIGITAL SIGNAGE
$42,479
STATIC SIGNAGE
Ø  Dish Lounge Club Area/Dish Deck Premium Seating Area
Ø  Branded Signage on the Concourse/Kiosks for Fans to Sign Up with Dish as their Television Provider
$111,604
$42,525
$46,165
$10,552
$6,595
IN-VENUE PROMOTION
Ø  “Upgrade to Dish” P.A. Read $21,983
$392,615

DISH MEMBERS WILL RECEIVE
TARGETED OFFERS FOR
EXCLUSIVE DEALS ON UK
APPAREL, TICKETS, SPECIAL
EVENTS AND MORE
INVENTORY
“THE LATEST DISH” RADIO AND
SOCIAL INVENTORY AS COACH MARK
STOOPS PREVIEWS THE UPCOMING
MATCHUP AT HIS WEEKLY COACH’S
SHOW, BIG BLUE WEEKLY, ON
MONDAYS FROM 6:00-7:00PM EST
UPGRADE TO DISH AT A UK
FOOTBALL GAME AND THE
WILDCATS WILL UPGRADE YOUR
SEATING EXPERIENCE FOR A
FUTURE GAME THAT SEASON
SIGN UP FOR DISH WITH A SELECT
PROMOTIONAL CODE AND RECEIVE
A UK BRANDED DISH RECEIVER
AND TV REMOTE
ON ALL PRACTICE JERSEYS OR
APPAREL
DISH LOUNGE CLUB AREA WITHIN THE
NEW EXPANSION TO COMMONWEALTH
STADIUM
DIISH DECK PREMIUM SEATING
EXPERIENCE AVAILABLE ONLY FOR
SELECT DISH CUSTOMERS CHOSEN
ON A WEEKLY BASIS AFTER THEY SIGN
UP FOR THEIR CHANCE TO WIN
ONLINE
WITH DISH NETWORK SIGN UP KIOSKS
ACROSS THE CONCOURSE OF
COMMONWEALTH STADIUM, FANS CAN
GET INTO THE ACTION BY GETTING
THEIR FIRST MONTH FREE, A UK FLAG,
AND MORE
14
AGREEMENT
DISH WILL RECEIVE ENTRANCE
BRANDED SIGNAGE WITH A DEDICATED
GATE FOR DISH CUSTOMERS OR
PREMIUM SEAT HOLDERS IN A DISH
SEATING/CLUB SPACE
SUCCESSFULLY REFER A FAN TO SIGN
UP FOR DISH NETWORK AT A UK HOME
GAME AND RECEIVE A VIP EXPERIENCE
TO BE ON THE SIDELINES PRE-GAME AS
WELL AS FREE TICKETS TO A FUTURE
GAME THAT SEASON
DISH NETWORK

HUMANA
basketball home games. Additionally, Humana will serve as the presenting sponsor for all University of Kentucky Football youth camps and clinics as well as
the major health care provider and health benefits company of UK faculty and staff. Through the use of branded on campus bike kiosks/stations and pedal
busses to transport fans on game days, Humana will offer comprehensive, healthy-living, transportation solutions for fans, patrons, students, staff, and
alumni. Humana will also have exclusive facility-use access to Commonwealth Stadium for events used to advance the overall mission of the company,
including but not limited to marathons/half-marathons (i.e. utilizing the 50-yard line as a finish line, Nutter Field House for pre-game fitness fest/race check-
in, etc.). Lastly, with health care projected to be the sponsorship category in sports and live events with the largest estimated growth potential (21%)
according to a January 2014 Turnkey Sports study, offering targeted season ticket discounts to those Kentucky-based companies that have enrolled with
Humana as their health care insurance provider for employees and staff will offer an attractive platform to bridge the company and its goals with the
University and Wildcat fans across the state.

With a focus on health and well-being Humana is one of the nation’s largest publicly traded health benefits companies, with approximately 11.2 million members. Headquarted in
Louisville, KY, Humana saw total revenue of $36.832 billion in 2012. Steven E. McCulley (Senior VP/Chief Accounting Officer) earned his Bachelor of Science in accounting from the
University of Kentucky (UK). Humana currently has a sport sponsorship portfolio that includes several minor league affiliate franchises, select NFL and NHL organizations as well as
numerous event sponsorships and endorsements centered around the PGA and marathon/half-marathon events. The following naming rights agreement was developed through
research on Humana’s past involvement in sport obtained from Sports Business Journal while using Navigate Research’s Navigator platform to evaluate a fair market
value estimate of the following sponsorship inventory and asset elements:
OVERVIEW
15
PRINT
$9,183
$1,913
$1,530
$1,375
DIGITAL SIGNAGE
Ø  Digital Video Board Segment (Once per Game)
$42,479
EXPERIENTIAL
Ø  Interactive Healthy Living Trailer Located in the Blue and/or Adjacent Lots on Game Days $9,893
$61,553
STATIC SIGNAGE
$111,604
$46,165
$10,552
IN-VENUE PROMOTION
Ø  Opportunity to be a Presenting Sponsor for One (1) Home Game during the Season $12,276
$392,615

PASSES GOOD FOR ALL HOME UK
FOOTBALL GAMES
SEASON-BASIS FOR EVERY YEAR OF
THE NAMING RIGHTS AGREEMENT
GAME-DAY TRANSPORTATION
SERVICES THAT PROMOTE HEALTHY
LIVING THROUGH THE USE OF BICYCLE
BUSSES
CO-BRANDING OPPORTUNITIES ON ALL
PRACTICE JERSEYS OR APPAREL
HUMANA HEALTHY LIVING TRAILER
LOCATED IN FRONT OF ONE OF THE
GATES OR ADJACENT PARKING LOTS
(BLUE) ON GAME DAYS
USE OF HEALTH AND WELL-BEING
AMBASSADORS ON GAME DAY AND
FOR GENERAL ACCESS TO THE UK
STUDENT BODY THROUGH THE
CAMPUS RECREATION CENTER
HUMANA BRANDED ON CAMPUS BIKE-
SHARE STATIONS AND KIOSKS
PRESENTING SPONSOR OF ALL UK
FOOTBALL YOUTH CAMPS AND CLINICS
OPPORTUNITY TO UTILIZE THE
STADIUM FACILITIES TO HOST AN
ANNUAL RUN/WALK EVENT (I.E. FINISH
LINE ON THE 50-YARD LINE)
HUMANA
16

KENTUCKY FARM
BUREAU
17
basketball home games. In an effort to highlight their efforts to ensure their members (i.e. students, members of the Lexington community, alumni, etc.) “are
covered”, all on-campus security vehicles and Safe Walk/Safe Ride personnel will feature Kentucky Farm Bureau branding. Additionally, KFB will have exclusive
access to utilize Commonwealth Stadium and Nutter Fieldhouse facilities for their annual member’s meeting as well as the annual Institute for Future
Agricultural Leaders (IIFAL) seminar tailored towards Kentucky high school juniors and seniors interested in pursuing a agricultural or comparable degree.
Statewide members who are enrolled with KFB as their primary insurance provider will also have the opportunity to receive discounts on UK apparel, select
discount, targeted ticket offers and invitations to special events. Further, through the KFB “Quote of the Week”, UK Athletics will identify a quote from Head
Coach Mark Stoops (weekly press conference and/or post-practice) to be displayed on social/digital and online platforms. Lastly, to help reward agent
personnel, KFB will have a game day “Branch of the Game” in which a branch will receive an all-expenses paid trip to Lexington, pre-game hospitality access,
game ticket, and video board recognition. In turn, the KFB “Agent of the Game” will be recognized pre-game as an honorary captain (or equivalent experience).

Founded in November 1919, Kentucky Farm Bureau (KFB) has served as the “Voice of Kentucky Agriculture” for nearly one hundred years, representing the interests of agricultural
and rural communities. With over 500,000 members, KFB is one of the largest farm bureaus in the nation, writing several lines of property/casualty insurance policies, including
homeowners, farm, commercial, automobile, and fire coverage. Dr. Nancy Cox (Director, Lexington Kentucky Farm Bureau) currently serves as the Dean for the University of
Kentucky’s College of Agriculture, Food, and Environment. The following naming rights agreement was developed through research on Kentucky Farm Bureau’s past
involvement in sport obtained from Sports Business Journal while using Navigate Research’s Navigator platform to evaluate a fair market value estimate of the
following sponsorship inventory and asset elements:
OVERVIEW
PRINT
$9,183
$1,913
$1,530
$1,375
DIGITAL SIGNAGE
$42,479
IN-VENUE PROMOTION
Ø  Presenting Sponsor of UK’s “Big on Commitment” National Signing Day (Basketball AND Football) $9,148
STATIC SIGNAGE
Ø  Co-Branding Opportunities on All UK Parking and Transportation Bus Passes
CATS serves over 40,000 daily commuters to campus and over 750,000 annual riders
$111,604
$46,165
$10,552
$42,525
Ø  KFB’s “We’ve Got You Covered” Social Showcase of Student-Athlete Campus and Community Involvement $24,117
$392,615

INVENTORY
THE KENTUCKY FARM BUREAU
“QUOTE OF THE WEEK” FEATURES A
SELECT SOUNDBITE OR QUOTE FROM
HEAD COACH MARK STOOPS WEEKLY
PRESS CONFERENCE OR POST-
PRACTICE INTERVIEWS
ALL KENTUCKY FARM BUREAU
MEMBERS WOULD HAVE THE
EXCLUSIVE OPPORTUNITY TO RECEIVE
SPECIAL DISCOUNTS ON UK APPAREL,
SELECT TICKET OFFERS, AND OTHER
EVENTS
ONE KFB BRANCH WILL BE SELECTED
EACH GAME TO RECEIVE AN ALL-
EXPENSES PAID TRIP TO LEXINGTON FOR
THE GAME INCLUDING PRE-GAME
HOSPITALITY ACCESS, GAME TICKET, AND
VIDEO BOARD RECOGNITION
THE KENTUCKY FARM BUREAU AGENT
OF THE GAME (P.A. READ) WOULD
HAVE THE OPPORTUNITY TO SERVE
AS THE HONORARY CAPTAIN OR
OTHER EQUIVALENT FOR THAT GAME
FROM THE ANNUAL KENTUCKY FARM BUREAU
MEMBERS MEETING TO THE ANNUAL INSTITUTE
FOR FUTURE AGRICULTURAL LEADERS (IFAL)
CONFERENCE FEATURING HIGH SCHOOL JUNIORS
AND SENIORS, KFB WOULD HAVE ACCESS TO
UTILIZE COMMONWEALTH STADIUM FACILITIES
FOR THESE CONVENTION FUNCTIONS
AS KENTUCKY FARM BUREAU PRIDES
ITSELF ON HAVING “ITS MEMBERS
COVERED”, ALL CAMPUS SECURITY
VEHICLES (I.E. SAFE WALK, ETC.) WOULD
FEATURE KFB LOGO PLACEMENT TO MAKE
STUDENTS FEEL SAFE AND SECURE
AGREEMENT
18
TO HELP CELEBRATE HAVING THEIR
MEMBERS COVERED, UK WOULD
HIGHLIGHT STUDENT WORK ON CAMPUS
OR IN THE COMMUNITY TO DEMONSTRATE
THE ‘CATS HAVE FANS COVERED NO
MATTER WHERE THEY ARE
WITH OVER 40,000 PEOPLE WHO COME TO
CAMPUS EVERYDAY, INCLUDING NEARLY
750,000 ANNUAL RIDERS, CENTRAL BANK
WOULD RECEIVE BRANDING
OPPORTUNITIES ON ALL UK PARKING AND
TRANSPORTATION BUS PASSES
AS KENTUCKY FARM BUREAU IS “BIG ON
COMMITMENT”, KFB WOULD SERVE AS THE
PRESENTING SPONSOR FOR ALL NATIONAL
SIGNING DAY ACTIVITIES, INCLUDING BUT
NOT LIMITED TO LOGO PLACEMENT ON ALL
MEDIA BACKDROPS AND SOCIAL MEDIA
AND ONLINE FEATURES THAT DAY
KENTUCKY FARM
BUREAU

KROGER
Kroger Co. is one of the world’s largest grocery retailers with annual sales in excess of $98.4 billion. Headquarted in Cincinnati, OH, Kroger operates with a family of 2,435 stores
across 31 states. Rodney McMullen (President/CEO) and J. Michael Schlotman (Senior Vice President/CFO) both earned their Bachelor degrees from the University of Kentucky (UK).
In addition to their current partnership with the UK, Kroger is currently involved with other collegiate properties including the University of North Carolina, University of Mississippi,
West Virginia University, University of Cincinnati as well as a sport sponsorship portfolio that includes professional franchises, minor league affiliates, as well as NASCAR and PGA
events. The following naming rights agreement was developed through research on Kroger’s past involvement in sport obtained from Sports Business Journal while
using Navigate Research’s Navigator platform to evaluate a fair market value estimate of the following sponsorship inventory and asset elements:
OVERVIEW
PRINT
DIGITAL SIGNAGE
Ø  Kroger Meals of Champions Social Post
Each week via Facebook, Kentucky’s head sports nutritionist would feature a “championship recipe of the week” that the team was
having at their pre-game meal as well as what grocery items that fans could pick up at their local Kroger location.
STATIC SIGNAGE
Ø  Kroger “Cat Walk” with Stantion Branding Lining the Pre-Game Team Walk into the Stadium
Ø  Static Signage of Kroger Canned Goods Sections
IN-VENUE PROMOTION
Ø  Kroger QB Sacks PA Read
For every quarterback sack during the season, Kroger will donate a sack of canned goods to local Second Harvest and Food Banks in
Fayette County
Ø  Kroger Canned Goods Section
Fans who show their Kroger receipt when donating five (5) or more canned goods/non-perishable food items would have the
opportunity to receive discounted tickets in a select, branded section on game days as well as a gift card to be awarded to a lucky fan
in that section on game day
$9,183
$1,913
$1,530
$1,375
$42,479
$24,117
$111,604
$83,703
$43,548
$27,901
$17,857
$12,276
$4,464
$395,309
19
games. There are also in-store activation opportunities to establish a student-scholarship fund with $0.02 of every grocery sale being donated to student general
scholarship funds and the opportunity for shoppers to redeem their Kroger Reward Card points toward the purchase of UK merchandise, tickets, and other experiential
opportunities.


PASSES GOOD FOR ALL HOME UK FOOTBALL
GAMES
ACCESS TO ONE (1) SUITE ON A SEASON-
BASIS FOR EVERY YEAR OF THE NAMING
RIGHTS AGREEMENT
PRESENTING SPONSOR OF THE CATWALK FOR
EVERY HOME GAME FEATURING STANTION
SIGNAGE THAT LINES THE ENTRANCE INTO THE
STADIUM FOR COACHES AND PLAYERS
KROGER “SACKS OF THE GAME” P.A. AND
RADIO READ WITH ONE SACK OF GROCERIES
BEING DONATED TO LOCAL SECOND HARVEST
FOOD BANKS FOR EVER SACK THE WILDCATS
FORCE DURING THE SEASON. UK RECORDED
THIRTY (30) QB SACKS IN 2014
WHEN SHOPPING AT KROGER, A
PREDETERMINED DOLLAR OR PERCENTAGE
AMOUNT FROM EVERY SALE WILL GO
TOWARDS THE GENERAL STUDENT
SCHOLARSHIP FUND AT THE UNIVERSITY OF
KENTUCKY
WEEKLY POST/VIDEO FEATURE FROM THE
HEAD NUTRITIONIST DETAILING A “KROGER
MEANS OF CHAMPIONS” RECIPE FOR FANS.
INVENTORY CAN BE EXTENDED TO OTHER
SOCIAL PLATFORMS LIKE INSTAGRAM/
PINTEREST
OPPORTUNITY TO BE THE PRESENTING
SPONSOR OF THE WEEKLY LEXINGTON
FARMER’S MARKET ON-CAMPUS OR HOST A
DEDICATED ATHLETICS’ FARMER’S MARKET
FOR FANS TO PICK UP THEIR TAILGATE ITEMS
PRE-GAME
FANS CAN USE THEIR KROGER PLUS REWARDS
CARD TO ACCRUE POINTS
(MUCH LIKE FANMAKER) THAT CAN BE
REDEEMED TOWARDS TICKETS, MERCHANDISE,
AND OTHER EXPERIENTIAL OPPORTUNITIES
DURING THE SEASON
KROGER
20

TEMPUR-PEDIC/
TEMPUR-SEALY
21
games. Additionally, there are opportunities to activate to the radio listening audience with the “Quality Connection of the Game” highlighting the best catch and/or play
of the game, an element that can be extended to TV viewership as well. Further, due to the uniqueness of JMI’s rights access and ability to leverage cross-campus assets,
there is an opportunity to extend exclusive deals to University of Kentucky staff (12,430 total employees) on Tempur-Seally products as well as outfit all dorms (4,702
enrolled and degree-seeking freshman in 2013) with mattresses. Lastly, with a capacity crowd of nearly 23,500 fans packing Rupp Arena for the annual Big Blue Midnight
Madness event before the men’s basketball season, Tempur-Sealy could serve as the presenting sponsor for the event and activate on-site with the use of a Tempur-
Sealy mattress courtside (or close to the action) to allow Cat fans to “get cozy” with the action.

Tempur-Sealy International, Inc. is the world's largest bedding providers, developing, manufacturing and marketing mattresses, foundations, pillows, and other products. Mark
Sarvary (President/CEO) is one of the directors of the Blue Grass Economic Advancement Movement (BEAM), comprised of the state’s top business and educational leaders who
strive to produce an economic development plan that would improve advanced engineering and increase exports from the Lexington and Louisville markets. Sarvary sits on this
leadership panel with Dr. Eli Capilouto, President of the University of Kentucky (UK). In addition to their past sport involvement with the Chicago Bears training camp and PGA Tour,
Tempur-Sealy, on the heels of opening their brand new $17 million global headquarters located in Lexington in 2011, will outfit UK on-campus dorm’s with nearly 7,500-9,000 new
dorm mattresses by 2014-2015. The following naming rights agreement was developed through research on Tempur-Pedic/Tempur-Sealy’s past involvement in sport
obtained from Sports Business Journal while using Navigate Research’s Navigator platform to evaluate a fair market value estimate of the following sponsorship
inventory and asset elements:
OVERVIEW
PRINT
$9,183
$1,913
$1,530
$1,375
DIGITAL SIGNAGE
$42,479
Ø  “Sleep Well Cat Fans. Tomorrow’s Game Day”
Each week via Facebook, Kentucky would post an exclusive feature from head coach, Mark Stoops, that offered his final thoughts on
the game and encourage all fans to be in attendance.
$24,117
GIVEAWAYS
Ø  All Season Ticket Holder Seat Cushions (39,823 in 2013) made of Tempur-Sealy material $105,520
STATIC SIGNAGE
Ø  All Stadium Suites Outfitted with Tempur-Sealy sofas and chairs (40 total suites)
$111,604
$83,703
$6,804
IN-VENUE PROMOTION
Ø  Opportunity to be a Presenting Sponsor for One (1) Home Game during the Season $12,276
$384,259
MARRIED

TEMPUR-PEDIC/
TEMPUR-SEALY
ACCESS TO TWO (2) SEASON SIDELINE PASSES
GOOD FOR ALL HOME UK FOOTBALL GAMES
ACCESS TO ONE (1) SUITE ON A SEASON-
BASIS FOR EVERY YEAR OF THE NAMING
RIGHTS AGREEMENT
TEMPUR-PEDIC/TEMPUR-SEALY QUALITY
CONNECTION OF THE GAME RADIO/TV
INVENTORY
TEMPUR-PEDIC/TEMPUR-SEALY BRANDED
SEAT CUSHIONS FOR SEASON TICKET
HOLDERS (39,823 IN 2013)
PRESENTING SPONSOR OF BIG BLUE MADNESS
AND TWO (2) COURTSIDE SOFA SLEEPERS FOR
FANS TO “GET COZY WITH THE ACTION”
TEMPUR-PEDIC/TEMPUR-SEALY BRANDED
SOFAS AND CHAIRS IN ALL FOURTY (40)
PREMIUM SUITES AT COMMONWEALTH
STADIUM
EXCLUSIVE DORM BEDDING AND MATTRESS
SUPPLIER OF ALL UNIVERSITY OF KENTUCKY
DORM ROOMS (OVER 4,702 FRESHMAN
ENROLLED IN 2013)
WEEKLY FACEBOOK POST (926,025 FAN
LIKES) TO ENCOURAGE FANS TO “SLEEP
WELL AS TOMORROW’S GAME DAY”
22

TOYOTA
23
games. In addition to offering access to all University fleet vehicles and coach’s cars for 21 varsity sports, Toyota can offer exclusive discount/rebate offers or leasing
options for the over 12,400 University faculty and staff. While radio listening audience figures are not available for valuation, a Toyota “Drive of the Game” radio feature
is an additional asset that local UK affiliates can utilize during post-game broadcasts. Lastly, incentivizing local sales personnel with unparalleled access to UK facilities –
including a dinner on the field for the top selling dealership and autographed jersey and trip for two (2) to an away conference game for the top selling sales associates
– is a great way to advance the brand and strategically align the partner and its shareholders with the property (UK).

Toyota’s largest vehicle manufacturing plant in North America, Toyota Motor Manufacturing, Kentucky, Inc. (Georgetown, KY) has produced nearly nearly 10 million vehicles since
1988, employing over 7,000 people annually with investment topping $5.9 billion. Wilbert W. (Wil) James, Jr. (President Georgetown Toyota Plant) earned his honorary Doctorate of
Engineering from the University of Kentucky in 2013 and serves as one of the directors of the Blue Grass Economic Advancement Movement (BEAM) where he sits with UK President,
Dr. Eli Capilouto. UK Athletics ($50,000) and Toyota ($35,000) were the two largest donors to a task force recently charged to develop a plan to revitalize Rupp Arena and the
surrounding downtown district With a holistic sport sponsorship footprint that covers a diverse array of events, athletes, properties and professional organizations across all
leagues and conferences, Toyota spent 85% of their total sponsorship budget ($191 million) in 2013-2014. The following naming rights agreement was developed through
research on Toyota’s past involvement in sport obtained from Sports Business Journal while using Navigate Research’s Navigator platform to evaluate a fair market
value estimate of the following sponsorship inventory and asset elements:
OVERVIEW
PRINT
$9,183
$1,913
$1,530
$1,375
DIGITAL SIGNAGE
$42,479
EXPERIENTIAL
Ø  Season Ticket Delivery by Coach Stoops
Coach Stoops will deliver season tickets to the doors of fifty (50) randomly selected fans in a Toyota
$378
STATIC SIGNAGE
Ø  “Be in the Driver’s Seat” Promotion Branded Chair Backs/Cushions
One season ticket holder each game will have the opportunity to “take the driver’s seat” with an honorary coach, full VIP experience
including sideline credential access, opportunity to be in the locker room post-game, run out on the field with the team, and more. All
seat cushions would direct fans to enter for a chance to win online, a process validated by using their season ticket holder account
ID number to verify their identity and qualify them for the promotional experience
Ø  Entrance Static Signage
Each entrance will be named after a different Toyota model car (i.e. Camry, Tundra, etc.)
Ø  Toyota Tailgate Lot
60,418 Toyotas are currently owned/ leased by adults ages 25-54 who have W/A/L to a UK football game
Ø  Interior Branded Signage on Concourse
$72,255
$31,656
$19,785
$10,552
IN-VENUE PROMOTION
Ø  Toyota Tundra Red Zone PA Read
$16,883
$12,276
$384,259
$111,604

TOYOTA
USE OF TOYOTA AS THE OFFICIAL
WHEELS PROGRAM OF UK
ATHLETICS & SOLE PROVIDER OF
ALL UNIVERSITY FLEET VEHICLES
AUTOGRAPHED
JERSEY AND TRIP FOR TWO (2)
TO AN AWAY SEC CONFERENCE
GAME FOR THE TOP-SELLING
SALES PERSON
DELIVERY OF 50-100
SEASON TICKETS BY
COACH MARK STOOPS IN HIS
TOYOTA TO RANDOMLY SELECTED
UK FANS
TOYOTA DRIVE OF THE GAME
TV/RADIO INVENTORY
TOYOTA BRANDED
ENTRANCES BY SPECIFIC MODEL
VEHICLE
EXTERIOR ENTRANCE
SIGNAGE
SCOREBOARD BRANDED
SIGNAGE
INVENTORY
SEASON-BASIS FOR EVERY
YEAR OF THE NAMING RIGHTS
AGREEMENT
TOYOTA TAILGATE LOT FOR ALL UK FANS WHO
CURRENTLY OWN/LEASE A TOYOTA (59.1% OF
ADULTS AGES 25-54 WHO HAVE W/A/L TO A
UK FOOTBALL GAME OWN OR LEASE A TOYOTA
[60,418]. ADULTS 35-49 WHO HAVE W/A/L TO
A UK GAME [35,365] ARE 55% MORE LIKELY
TO OWN A LEASE A TOYOTA.)
TOYOTA “GET INTO THE DRIVER’S
SEAT” PROMOTION THAT OFFERS A
VIP, EXPERIENTIAL OPPORTUNITY
FOR SEASON TICKET HOLDERS PRE,
DURING, AND POST-GAME
INTERIOR CONCOURSE
SIGNAGE THAT SHOWCASES
THE YEARLY LINE-UP OF THE
TOYOTA LINE OF VEHICLES
TOYOTA RED-ZONE RADIO
INVENTORY
24

1
ALLIANCE COAL
ABOUT
•  Coal is the main resource of Alliance Resource Partners, which operates in the Illinois Basin, Central Appalachia, and Northern Appalachia. The company has 11 underground coal
mining complexes in Illinois, Indiana, Kentucky, Maryland, Pennsylvania, and West Virginia. Alliance controls about 650 million tons of reserves. Approximately 205 million tons of
these reserves, located in Hamilton County, Illinois, are leased to independent coal company White Oak Resources. Alliance produces about 32 million tons of coal annually, nearly
all of which is sold to electric utilities. Alliance Resource Partners' two largest customers in 2013 were Louisville Gas and Electric Company and Tennessee Valley Authority, which
together accounted for 26.5% of that unit's total revenues. With 4,313 employees and a market cap close to $3.52 billion, Alliance Coal registered a net income of $393.49 million
in 2013.
UK CONNECTIONS
•  Joseph W. Craft III (President/CEO): Craft has been President, Chief Executive Officer and a Director since August 1999 and has indirect majority ownership of our managing
general partner (43% Alliance Holdings GP). Mr. Craft holds a Bachelor of Science degree in Accounting and a Juris Doctorate degree from the University of Kentucky.
•  R. Eberly Davis (Senior VP, General Counsel, Secretary): Davis has been Senior Vice President, General Counsel and Secretary since February 2007. Mr. Davis also serves as
Senior Vice President, General Counsel and Secretary of AGP, the general partner of AHGP. Mr. Davis has over 25 years’ experience in the coal and energy industries. From 2003 to
February 2007, Mr. Davis practiced law in the Lexington, Kentucky office of Stoll, Keenon, Ogden PLLC. Mr. Davis is an alumnus of the University of Kentucky, where he received a
Bachelor of Arts degree in Economics and his Juris Doctorate degree. He also holds a Masters of Business Administration degree from the University of Kentucky. Mr. Davis is a
Trustee of the Energy and Mineral Law Foundation, and a member of the American, Kentucky and Fayette County Bar Associations.
•  Charles R. Wesley (Executive VP, Board of Directors): Wesley has been a Director since January 2009 and Executive Vice President since March 2009. Mr. Wesley is a former
Chairman of the Board of Directors of the Kentucky Coal Association and also has served the industry as past President of the West Kentucky Mining Institute and National Mine
Rescue Association Post 11, and as a director of the Kentucky Mining Institute. Mr. Wesley holds a Bachelor of Science degree in Mining Engineering from the University of Kentucky.
INVOLVEMENT WITH KENTUCKY
•  Alliance Resource Partners' promotes education by funding scholarships, internships, research and technical training programs. Currently, Alliance is proud to fund a faculty chair
position in the Mining Engineering Department at the University of Kentucky College of Engineering (arlp.com/involvement)
RECENT EXPANSION/FINANCIAL NEWS
•  Growing its coal assets, in 2013 Alliance Resource Partners acquired from and leased back to White Oak 89.9 million additional tons of proven and probable high-sulfur coal
reserves. In 2012, it acquired Green River Collieries (coal mining business and operations in Webster and Hopkins Counties, Kentucky).
•  Alliance Holdings has seen a growth in revenues since 2009, primarily due to higher volumes, fueled by capacity expansion, and acquisitions. Also, 434 million out of the 761.6
million proven and probable coal reserves are located in the state of Kentucky.

2
ALLTECH
ABOUT
•  Alltech is a global animal health and nutrition company that provides natural, nutritional solutions to the food and feed industries. Founded by Dr. Pearse Lyons in 1980, and
headquartered in Kentucky, USA, Alltech trades in 128 countries worldwide and has 2800 employees, with 31 production facilities strategically located across the globe. Alltech also
has four bioscience centers, dedicated to research and education, located in the USA, Ireland and China.
•  Alltech’s core mission is to improve animal health and performance by adding nutritional value to feed, naturally, through Alltech’s innovative use of yeast fermentation, enzyme
technology, algae and nutrigenomics. The company’s pursuit of this mission is guided by its founding ACE principle, a promise that in doing business we have a positive impact on
the Animal, the Consumer, and the Environment.
•  Alltech is the only privately held company among the top ten animal health companies in the world. This is a source of competitive advantage, allowing Alltech to stay focused on
customer needs, innovation and long-term objectives. The flexibility has also fueled Alltech’s growth, which has been 20-25% annually. The company is approaching $700 million in
sales revenue and is on target to reach $1 billion in 2014.
UK CONNECTIONS
•  Dr. Karl Dawson (VP, Chief Scientific Officer): Dawson is an adjunct professor of nutritional microbiology and served as director of the nutritional microbiology laboratory in
the department of animal sciences at the University of Kentucky for 21 years.
•  E. Michael Castle II (VP, Chief Legal Officer): He graduated with a bachelor’s degree in chemical engineering with a minor in mathematics from the University of Kentucky and
a JD from Washington University in St. Louis. He is responsible for legal, regulatory affairs, human resources and insurance for Alltech globally.
•  Donated $10,000 to a task force charged with developing a plan to revitalize Rupp Arena and the surrounding portion of downtown
•  "To separate Rupp Arena from Lexington Center, for each has a separate identity, is a great idea. The opportunity to build a modern, new Lexington Center with up-to-date-
features is exciting. That could attract a lot more conventions, which would add to our economy.”
-  Deidre Lyons, Director of Design and Construction – Alltech (kentucky.com)
PAST INVOLVEMENT IN SPORT
•  Alltech became the first title sponsor of the 2010 FEI World Equestrian Games (Lexington, KY), the biggest sport horse event in the world with over 500 million viewers and
500,000 patrons over the two week event, reputedly at a cost of $32 million. It was the first time the games had come to the State. It’s estimated that the Games generated a
409% return on investment for the company ($131 million in value), including an impact on the state in excess of $400 million according to a Deloitte study sponsored by FEI after
the Games. The company is also the title sponsor of the 2014 Games, in Normandy, France, during end of August and beginning of September. (imrpublications.com/case-
study.aspx)
•  In early 2011, Alltech cut the ribbon on its $200 million Alltech Algae plant in Kentucky, USA. A highly automated fermentation facility, the plant is one of the largest algae
production sites in the world. It represents a new technological frontier for Alltech that will generate incredible opportunities in terms of food, feed and fuel.

3
AMAZON.COM
ABOUT
•  What began as Earth's biggest bookstore has become Earth's biggest “everything store”. Expansion has propelled Amazon.com in innumerable directions. While the website still
offers it’s traditional lineup of books, movies, games, and music, the portfolio and umbrella of products has since expanded to include electronics and other general merchandise
categories, including apparel and accessories, auto parts, home furnishings, health and beauty aids, toys, and groceries which combine to ring up more than 60% of sales.
Consumers can also download e-books, games, MP3s, and films to their computers or handheld devices, including Amazon's own portable e-reader, the Kindle. With a market cap of
$153 billion, Amazon reported a net income in FY ’13 of $274 million. Amazon has a central distribution center located in Lexington, KY.
PAST INVOLVEMENT IN SPORT (SBJ)
•  In conjunction with the launch of a subsection of Amazon.com, Action Sports, that’s tailored to selling skateboards, helmets, sunglasses, and similar items, Amazon in 2012
entered into their first athletic endorsement, Pro Skateboarder Andy McDonald.
•  Amazon is currently actively involved with youth baseball teams, youth golf development programs, as well as the YMCA and Big Brothers Big Sisters of Lexington, KY.
•  During the past five years, the online giant's sales have more than quadrupled from about $15 billion in 2006 to $61 billion in 2012. Sales rose 27% in 2012 vs. 2011, fueled by
increases in fast-growing categories, such as electronics and other general merchandise complimented and coupled with price cuts and free-shipping promotions. Cash flow from
operations climbed to $4.2 billion from $1.7 billion in 2008.
•  In 2013 Amazon announced plans to purchase online book community Goodreads. Based in San Francisco, the social media site, which is used by over 30,000- book clubs, provides
the platform for its 16 million members to share book reviews and recommendations.
•  The Amazon Fire smart phone launched in 2014 and provided a platform for the online retailer to leverage their ecosystem and advance their brand in the mobile space.

4
ASHLAND/VALVOLINE
ABOUT
•  Since its inception in 1924 as a regional petroleum refiner, Ashland has evolved into a specialty chemical company with a global reach. Headquarted in Covington, KY, Ashland
has total revenue (income) of $6.502 billion ($414 million) with a market cap of roughly $5.35 billion (2012).
UK CONNECTIONS
•  James J. O’Brien (Chairman/CEO, Ashland, Inc.): 1994 graduate of Leadership Kentucky (Bachelor’s in Accounting and Finance, Ohio State University; MBA, Ohio State
University).
Since 2002, he has presided over the transformation of Ashland from a multi-industry petroleum refiner and marketer with holdings in chemicals and
transportation construction into a global specialty chemical company. O'Brien guides a company of approximately 15,000 employees working to develop products, services
and solutions that, through chemistry, meet customers' needs and contribute to improved quality of life.

•  Samuel J. Mitchell, Jr. (Senior VP, Ashland, Inc./President, Valvoline): Serves on the board of the UK Gatton College of Business Dean’s Advisory Board. His
responsibilities include leadership of the worldwide Valvoline business of automotive and commercial lubricants, chemicals, and appearance products, as well as growth of
the company's quick-lube business and continued development of innovative premium products. He joined Ashland in 1997 as director of marketing for Valvoline's brand
management group. In August 1999, he was named vice president of marketing, and in 2000, vice president and general manager of the Valvoline DIY (Do-It-Yourself) retail
business. He became president of Valvoline and a vice president of Ashland in 2002. In 2011, Mitchell was promoted to the role of senior vice president of Ashland, while
retaining his responsibilities for Ashland Consumer Markets.
•  Utah Jazz (NBA)
•  Hendrick Motorsports (NASCAR)
•  NASCAR Jr. Motorsports
•  NASCAR Camping World Truck Series No. 17 (Peters)
•  NASCAR Leavine Family Racing
•  Saginaw Spirit (OHL)
CONSUMER INSIGHTS (SCARBOROUGH, 2013-2014)
NOTE: All information based on the Lexington DMA of respondents who have either watched, attended, or listened (W/A/L) a Kentucky Wildcats game in 2013
•  AGE: 53.8% of adults ages 18-49 who have W/A/L to a UK football game (30,806) have shopped for Valvoline auto products/services in the past 12 months. Further,
individuals ages 21-34 who have W/A/L to a UK football (17,158) game are 36% more likely to shop for Valvoline auto products/services in the last 12 months.
•  GENDER: 27.1% of women ages 18-49 who have W/A/L to a UK football game (15,506) have shopped for Valvoline auto products/services in the last 12 months. Further,
women ages 21-34 who have W/A/L to a UK football game (10,662) are 117% more likely to shop for Valvoline auto products/services in the last 12 months.
•  MARKET VALUE OF HOME: 37.9% of respondents who have W/A/L to a Kentucky game and have a home market value between $150,000 - $249,999 (21,694) have shopped
for Valvoline auto products and services in the last 12 months and are 12% more likely to engage in such buying behavior than fans with other home market value. Further,
respondents who have W/A/L to a UK football game and have resided in their home for less than one year are 57% more likely to shop for Valvoline products/services.
•  EMPLOYMENT: Of respondents who have W/A/L to a UK football game, those who work in Management, Business, and Financial occupations (8,386) are 47% more likely to
have shopped for Valvoline products/services in the last 12 months. Those in Education, Legal, Community Service, Arts, and Media (7,503; 96% more likely) and
Sales and Related Occupations (7,572; 130% more likely) also display strong consumer buying behavior to Valvoline products/services,
•  NASCAR Sprint Cup No. 95 Ford (McDowell)
•  NASCAR Red Horse Racing
•  NASCAR Roush Fenway Racing
•  NASCAR Sprint Cup Ford (Biffle)
•  NASCAR Sprint Cup No. 17 Ford (Stenhouse Jr.)
•  NHRA

•  Iowa Cubs (AAA)
•  NHRA Don Schumacher Racing
•  NHRA Terry Haddock Racing
•  Trevor Bayne (Endorsement)
•  NHRA Team Wilkerson Racing
•  National Thoroughbred Racing Association (NTRA)

5
BEAM SUNTORY, INC.
ABOUT
•  Beam Suntory, Inc. is an American manufacturer of spirits headquartered in Deerfield, IL. It is a subsidiary of Suntory Holdings of Osaka, Japan. The company, which operates
distilleries and other sites worldwide, sells primarily through direct sales forces to distributors. The U.S. is the company's #1 market. Japan's Suntory Holdings acquired Beam in
2014, forming the world's #3 premium spirits company. The acquisition was completed on April 30, 2014, for a final cost of about $16 billion – when it was also announced that
Beam would be renamed as "Beam Suntory". Suntory Beverage & Food, Ltd. trades on the Tokyo Stock Exchange (2587). Beam's portfolio of best-selling brands includes Jim Beam
Bourbon, Maker’s Mark, Knob Creek, Sauza Tequila, Red Stag, Canadian Club, among many. As of June 2014, Beam Suntory ranked 824 in the Fortune 1000 with revenue (net income)
of $2.547 billion ($362.5 million). Operating income in FY ‘13 was $617.1 million and the company listed total assets of $8.584 billion.
•  VISION: Our vision and strategy is underpinned by our Winning Competitive Edge – our people who operate day-in and day-out in a culture that embraces entrepreneurial thinking,
encourages creative, innovative solutions, and emphasizes a collaborative mindset. We seek to outperform our market with a strategy focused on our three simple strategic
platforms of Creating Famous Brands, Building Winning Markets and Fueling Our Growth.
•  Top 3 Competitors: Brown-Forman Corporation, PERNOD RICARD, Diageo, PLC
UK CONNECTIONS:
•  Gretchen W. Price (Board of Directors): Graduate of the University of Kentucky. Price is Executive Vice President, Chief Financial and Administrative Officer at Arbonne
International, LLC, a prestige personal care products company. She previously served as Executive Vice President, Chief Financial and Administrative Officer of Philosophy, Inc.
and spent 31 years at Procter & Gamble in key finance, accounting and operations leadership roles.
PAST INVOLVEMENT WITH UK:
•  Maker's Mark has featured several University of Kentucky sports personalities on its University of Kentucky line of limited release bottles. Each bottle can be signed for free by the
personality that was selected for the bottle. The signing party is held at Keeneland horse track in the University's home city of Lexington. The first University of Kentucky special
edition bottle was produced in 1993. In celebration of the 1996 NCAA Men’s Basketball Championship, Maker's Mark printed a bottle that had a denim background with white type
with the team's coach at the time, Rick Pitino, signing the bottle. Other bottles include: Wildcat Bottle (2001), Bill Keightley (2002), Rupp’s Runts (2006), The Unforgettables (2007),
Joe B. Hall (2008), Rich Brooks (2009), John Calipari (2010), Tim Couch (2012), and Dan Issel (2013).
•  Phoenix Suns (NBA)
•  Belmont Stakes (Horse Racing)
•  Newcastle Knights (Australian Rules Rugby)

6
BIG ASS SOLUTIONS
ABOUT
•  Big Ass Solutions manufactures fans and lights in Lexington, Ky., where the company is headquartered and founded back in 1999. Big Ass Solutions’ products are used in
thousands of residential, commercial and industrial applications in 125 countries worldwide. Between 2009 and 2013, the company’s annual revenue increased from $34 million to
$122 million. The company expects revenue of $175 million in 2014 and aims to reach $1 billion annually by 2020. Additionally, from 2009 to 2013, the workforce more than tripled
to 481. Employees’ average annual wages exceed the national average by almost 30% and Kentucky’s by nearly 50%.The company’s 2013 employee retention rate of 88% far
outpaced the national average of 62%.
•  RECOGNITION:
•  Inc. Magazine ranked Big Ass Fansas the fastest growing manufacturing company in Kentucky as part of its annual publication of the 5,000 fastest growing private
companies in the United States. Big Ass Fans was also ranked the eighth fastest growing private company in Kentucky and the second fastest growing company in the
city of Lexington, KY (bigassfans.com).
•  Consulting-Specifying Engineer has honored Essence by Big Ass Fans with a gold award in its 2014 Product of the Year competition. Ranging from 8 to 14 feet in
diameter and fully customizable, Essence is the first Big Ass Fan specifically developed to excel both indoors and out. Essence provides quiet air movement in a variety
of air-conditioned spaces, such as showrooms and lobbies, and does the work of 28 standard ceiling fans at one-seventh of the operating cost. The air movement
from Essence can reduce a facility’s heating and cooling costs up to 30% without compromising comfort (bigassfans.com).
•  The World Trade Center Kentucky honored Big Ass Fans with the prestigious Martha Layne Collins International Trade Excellence Award. Named after Kentucky’s first
female governor, this annual award distinguishes companies demonstrating outstanding success in international business.The award honored Big Ass Fans’
commitment to and performance in international trade and business, as well as the company’s overall contributions to the local community through world trade.
STRATEGIC OPPORTUNITIES FOR GROWTH:
•  RESIDENTIAL INTEGRATION WITH NEST LEARNING THERMOSTAT: Although founded on the bases of providing industrial cooling and comfort solutions to different companies
and properties, Big Ass Fans’ Haiku fan – named most innovative new product of the year in 2013 by the U.S. Green Building Council at their inaugural Best of Building Awards –
has the potential to carve out a niche in the residential space through it’s integration with the SenseME smart ceiling fan and Nest Learning Thermostat made by Google. With a
fan and an air conditioner that talked to each other and both automatically adjusted to user temperature preferences, there’s potential to run a thermostat at a higher
temperature compensated and offset by the cooling effect of the fan. Carey Smith, CEO of Big Ass Solutions who won the Ernst & Young Entrepreneur of the Year Award in 2011
for South Central Ohio and Kentucky, notes that the Haiku “smart” fan has the ability to turn on and off automatically when a person enters or leaves the room while also
adjusting the fan’s speed depending on the room’s current climate and preferences it learns over time. Operating on only two to 30 watts of power – less than an incadescent
light bulb – Haiku could allow residents to raise their thermostat by six degrees and save 30% on air conditioning at the same level of comfort. For the average home, this
translates to annual savings of nearly 600 kilowatt hours or $78 based on current electricity rates. There are 300 million ceiling fans in the U.S. – an average of three to four
per home. “Smart” Haiku fans will begin shipping in the summer of 2014. (fastcoexist.com)
•  PATENTS: With a veritable herd of engineers who help drive innovation and product development, the company holds 95 patents and 129 patents pending. Big Ass Solutions
also owns the world’s only research and development lab built specifically for testing large-diameter fans.
PAST INVOLVEMENT IN SPORT:
•  National Junior College Athletic Association (NJCAA) as the “Preferred Fan Sponsor of the NJCAA”
•  AllTech FEI World Equestrian Games: Big Ass Solutions provided the cooling technology to many locations at the Games including the Tradeshow Pavilion and Evening Cross
Country Course (September 25 – October, 10, 2010)
•  Sport teams/venues using Big Ass Solutions products (via Kelcie Bond, Regional Product Consultant)
•  Kansas City Royals (MLB)
•  Homestead Miami Speedway
•  Florida Marlins Clubhouse (MLB)
•  Daytona International Speedway
•  Sacramento Kings (NBA)
•  Milwaukee Brewers (MLB)
•  St. Louis Cardinals (MLB)
•  Cincinnati Reds (MLB)
•  Pittsburgh Steelers (NFL)
•  Green Bay Packers (NFL)
•  Philadelphia Eagles (NFL)
•  University of Louisville Recreation Center

7
BROWN FORMAN CORPORATION
ABOUT
•  Founded in 1870 by George Garvin Brown in Louisville (KY), Brown-Forman is a diversified producer of fine quality consumer products. Brown’s original brand, Old Forester
Kentucky Straight Bourbon Whiskey, was America's first bottled bourbon and remains one of Brown-Forman's premiere brands today. One of the largest American-owned spirits
and wine companies and among the top-10 largest global spirit producers, Brown-Forman sells its brands in more than 135 countries and has offices in cities across the globe.
Brown-Forman has more than 25 brands in its portfolio of wines and spirits, including Jack Daniel’s, Canadian Mist, Korbel, Southern Comfort, and Woodford Reserve. A member of
S&P 500, Brown-Forman is currently ranked #760 in the Fortune 1000 (June 2014). Brown-Forman had total revenue (net income) of $2.991 billion ($659 million) in 2014 with sales
and net income expected to grow at a rate of 4.98% and 1.51%, respectively in FY ’14.
UK CONNECTIONS:
•  Paul C. Varga (President, CEO, Chairman): Bachelor of Business Administration degree in finance from the University of Kentucky Gatton College of Business and Economics
(1985) and MBA from Purdue University (1987). Varga has served as the Chief Executive Officer and President of Brown-Forman Corp. since August 1, 2005 after serving previously
as the President and Chief Executive Officer of Brown-Forman Beverages, a subsidiary of Brown Forman Corp. from June 2003 to August 2005. He joined Brown-Forman in 1986
and worked with the Jack Daniel's marketing team in 1990 and served as the Director of the Office of Chief Executive Officer since 1994.
•  Jill Jones (Executive Vice President, President of North America and Latin America Regions): Jones holds a bachelor’s degree from the University of Kentucky and an MBA
from Washington University. Since joining the company in 2000, Jones has progressed through a series of increasingly responsible roles, including several key financial and
strategic business planning roles in addition to her service on the Brown-Forman Executive Leadership team.
•  Eric Doninger (Vice President – Global Marketing Creative Director, Jack Daniel’s): Doninger is a member of the University of Kentucky College of Design Advisory Board and
is the creative force behind the Jack Daniel’s family of brands tasked with translating the company’s business and marketing objectives into creative strategies and compelling
consumer communications. Doninger oversees advertising, experiential marketing, consumer relationship marketing, social and digital marketing, packaging creative strategy and
development, as well as serving as the principal contact for the brand’s global agency relationships.
•  Former University of Kentucky President Lee T. Todd, Jr. (2001-2011) accepted a $500,000 donation from Brown-Forman, Corp. to establish a visiting endowed chair in architecture
at the University of Kentucky/University of Louisville Urban Design Studio (UDS). According to Todd, “Our great universities have united many times to provide students with the
best possible academic resources and learning environments. I’m confident this partnership will continue to serve the best interests of the Commonwealth. (uky.edu)
•  Brown-Forman works with the Alcohol and Health Education Office at the University of Kentucky to expand its programs for educating students about the dangers of high-risk
drinking and alcohol abuse (brown-forman.com/responsibility/drinking/alcohol-abuse.aspx)

PAST INVOLVEMENT IN SPORT (VIA SBJ)
•  Seattle Seahawks (NFL)
•  Seattle Sounders (MLS)
•  Atlanta Hawks (NBA)
•  Dallas Mavericks (NBA)
•  Orlando Magic (NBA)
•  Anaheim Ducks (NHL)
•  Pittsburgh Penguins (NHL)
•  Louisville Bats (AAA)
•  Idaho Steelheads (ECHL)
El Jimador Tequila
•  FC Dallas (MLS)
•  U.S. Soccer Federation
•  Major League Soccer (MLS)
ADDITIONAL NOTES:
•  All State Arena: In 2014, the village of Rosemont, Ill., struck a three-year deal with Brown-Forman Corp. to build the first-ever stage-visible bar inside Allstate Arena. A new 2,300-
square-foot space, which will be branded as either the Jack Daniels Lounge or the Jack Daniels Old No. 7 Club, will be located inside the bowl on the arena's east end and will be
open to the 21-and-over public during concerts and games. Financial terms were not released, but Chicago Business reported that Brown-Forman will pay Rosemont an annual sum
'in the low six figures' for branding rights, which include signage and other marketing in the arena.
•  Soccer United Marketing: In 2013, Brown-Forman (via el Jimador) announced a multi-million dollar, four-year partnership with Soccer United Marketing (SUM), making the company
the official tequila sponsor of MLS, U.S. Soccer and the U.S. Men's and Women's National Teams, and the Mexican National Team's annual tour of the United States. This sponsorship
provides the brand with a comprehensive activation platform, including:
•  MLS and its marquee events: MLS First Kick, the AT&T MLS All-Star Game, and MLS Cup, MLS' championship game
•  Global rights to the U.S. Men's and Women's National Teams, which will represent the U.S. in the 2011 FIFA Women's World Cup, 2012 Olympic Games, and 2014 FIFA World
Cup
•  Sponsorship of the hugely popular annual United States tour by the Mexican National Team
•  In 2013, el Jimador named ESPN soccer analyst Alexi Lalas a brand ambassador
•  Minnesota Wild: In 2014, the NHL Wild struck a multiyear partnership with Jack Daniel's that includes a renovation and rebranding of the Xcel Energy Center's Headwaters Bar &
Restaurant. The deal also includes TV and in-arena advertising, plus a Jack Daniel's drink cart in the concourse
•  Wrigley Field: In 2014, Jack Daniel's signed a multiyear agreement to operate the Jack Daniel's Patio behind the press box at Wrigley Field. Patrons will have a view of the Chicago
skyline, but will not have a view of the playing field during Cubs games
•  Texas Rangers: In 2014, the Rangers announced a three-year deal with Jack Daniel's that includes naming rights to the Diamond Club at Rangers Ballpark. The Jack Daniel's Old No.
7 Club, which includes a full buffet and bar, will be open to all season-ticket holders before and during home games
•  Professional Bull Riding: In 2013, the PBR extended its partnership with Jack Daniel's, the league's longest-standing continuing partner. The deal includes title sponsorship of the
Built Ford Tough Series event in Nashville. The whiskey brand also will have a continued presence at events with signage (both fixed
andelectronic), in-arena promotions, a booth on the concourse, public address announcements, tickets, chute seats and
behind-the-scenes tours. The deal also includes PBR Fan Zones and retail promotions
8
BROWN FORMAN CORPORATION
•  Los Angeles Galaxy (MLS)
•  Toronto FC (MLS)
•  Vancouver Whitecaps FC (MLS)
Jack Daniels
•  Arizona Diamondbacks (MLB)
•  San Diego Padres (MLB)
•  Texas Rangers (MLB)
•  Houston Rockets (NBA)
•  Los Angeles Clippers (NBA)
•  Oklahoma City Thunder (NBA)
•  Anaheim Ducks (NHL)
•  Boston Bruins (NHL)
•  St. Louis Blues (NHL)
•  FC Dallas (MLS)
•  Allstate Arena (Rosemont, IL)
•  American Airlines Center (Dallas)
•  FedEx Forum (Memphis)
•  Global Life Park (Arlington)
•  Honda Center (Houston Rockets)
•  Xcel Energy Center (Minnesota Wild)
•  Wrigley Field (Chicago Cubs)
•  Preakness Stakes
•  Idaho Steelheads (ECHL)
•  London Knights (OHL)
•  Rochester Rhinos (USL)
•  Los Angeles Galaxy (MLS)
•  Sacramento River Cats (AAA)
•  Boo Weekley (Endorsement)

ABOUT
•  The Mission of Central Bancshares is to become Kentucky’s leading, high performing, community banking company by empowering staff to deliver consistently superior service
and value to Central Bank customers, shareholders and communities. Net income dropped by 6% in 2013 to $12.15 million with an average return on average assets of 58%.
However, shareholders’ equity swelled to $193 million, underscoring Central Bancshares commitment to a robust future. (https://www.centralbank.com/wp-content/uploads/
2014/04/2013-Annual-Report.pdf)
UK CONNECTIONS
•  Anthany Beatty (Central Bank Lexington Advisory Board of Directors): Assistant Vice President, Campus Services/Public Safety – University of Kentucky. Born and raised in
Lexington, Beatty is among nine generations of Beatty family members to call Lexington-Fayette County home. A distinguished alumni and Hall of Fame recipient at Eastern Kentucky
University where he completed his undergraduate coursework, Beatty served as the former Chief of Police of Lexington (2001-2007), helping Lexington be voted 1 of the 5 safest
cities in the USA (2005). Running for Mayor of Lexington (November, 2014) (http://anthanybeattyformayor.com/#aboutanthany).
•  Everette McCorvey (Central Bank Lexington Advisory Board of Directors): University of Kentucky Board of Trustees and Opera Department Chair (1991-present)
•  Michael Tearney (Central Bank Lexington Advisory Board of Directors): KPMG Endowed Professor Emeritus, Gatton College of Business and Economics. Tearney served as
Professor of Accounting and Chairman of the Accounting Department of the University of Kentucky from 1983 until 1987. At that time, he became the first Director of the new
School of Accountancy. He served in that position until he was named Associate Dean of the Gatton College on July 1, 1993. His duties as Associate Dean include oversight of all
academic programs, including undergraduate, MBA, and Ph.D., as well as director of all international programs. He has been the KPMG Peat Marwick Professor of Accounting since
1990.
PAST INVOLVEMENT WITH UK
•  Joan D. Kincaid and Central Bank announced a $7 million combined gift for two critical campus improvement projects focused on business education and health care. The gift
supports a new auditorium in the growing Gatton College of Business & Economics and a project in the A.B. Chandler Hospital. The $65 million project is being funded entirely
through private philanthropy and will transform the Gatton College into a state-of-the-art business education complex designed to foster a strong sense of community, support
modern teaching and learning methods, and accommodate increased enrollment. Joan Kincaid is a lifelong resident of Lexington and noted philanthropist. She has served as vice
chairman of the Board of Directors of Central Bancshares, parent of Central Bank & Trust Co. ( http://www.lanereport.com/30674/2014/04/uk-receives-7-million-gift-from-
lexington-businesswoman-central-bank/)
•  Partner, UK Athletics
CONSUMER INSIGHTS (SCARBOROUGH, 2013-2014)
NOTE: All information based on the Lexington DMA of respondents who have either watched, attended, or listened (W/A/L) a Kentucky Wildcats game in 2013
•  AGE: 56.9% of adults ages 21-54 who have W/A/L to a UK football game have banked with Central Bank (21,879). Additionally, adults ages 21-34 who have W/A/L to a UK football
are 14% more likely to bank with Central Bank.
•  EMPLOYMENT STATUS: While 67.3% of adults who have W/A/L to a UK football game and are employed full or part-time have banked with Central Bank (25,896), those who are
retired are 104% more likely to bank with Central Bank.
•  HOUSEHOLD INCOME: 26% of W/A/L respondents who have a total household income between $100,000-$249,999 bank with Central Bank (10,002) and are
44% more likely to do so.
•  HOME PROPERTY VALUE: Those W/A/L respondents with a property value between $350,000-$499,999 are 90% more likely to bank with Central Bank
•  OCCUPATION SUMMARY: Of W/A/L respondents, those in professional or related occupations are 98% more
likely to bank with Central Bank (27.1%, 10,403) while those who describe themselves as white collar are 50%
more likely to utilize Central Bank as their banking provider (53.6%, 20,621). Specifically, those in
computer, engineering and science field are 312% more likely to bank with Central Bank (11.1%, 4,255).
9
CENTRAL BANK

ABOUT
•  Charter, founded in 1993, created a customer service-oriented company that has grown and evolved on many levels over the past two decades. Charter's growth was achieved
through acquisitions of cable properties and the subsequent increase of customers in those communities, as well as development and launch of new products and services.
Charter became a publicly-traded company on NASDAQ in 1999 and has been a Fortune 500 company since 2001.
•  A leading broadband communications company and the fourth-largest cable operator in the United States, Charter today employs more than 21,000 and provides services to more
than 5.7 million customers in 29 states. Headquartered in Stamford, CT, the company is focused on integrating the highest-quality service with clearly superior entertainment and
communications products, including bundled packages. Over the years, billions have been invested in the communities Charter serves through infrastructure upgrades to deliver
video, high-speed Internet and phone service to homes and businesses. Current portfolio: video (49%), internet (27%), commercial (10%), telephone (8%), ad. revenue (4%)
•  The company reported 2013 sales of $8.1 billion, up 9% year-over-year, continuing its solid revenue growth over the past decade. Results were driven primarily by an increase in
residential Internet customers and Triple Play customers that subscribe to cable, Internet, and phone service. However, Charter reported a loss of $169 million in 2013, an
improvement over the loss of $304 million the prior year in FY ‘12. Its sales are not sufficient to cover operating expenses, debt-related interest (the company has $14.2 billion in
debt), and the investments needed to keep its network up-to-date.
•  ESPN and Charter Communications reached an agreement for distribution of the SEC Network that launched on August 14, 2014. The network will be available to fans and followers
of the Southeastern Conference in all Charter markets. Subscribers will also have authenticated access to additional live events scheduled for the SEC Network's digital platforms,
including WatchESPN and SECNetwork.com, with the ability to watch content anytime, anywhere on their television, computer, tablet or mobile device
•  St. Louis Rams (NFL)
•  Richard Childress Racing (NASCAR)
•  Schmidt Peterson Motorsports (IRL)
•  Nationwide Series No. 43 Ford (Armstrong) (NASCAR)
•  Spring Cup No. 15 Toyota (Bowyer) (NASCAR)
•  IRL No. 98 Honda (Hawksworth)
•  IRL No. 77 Honda (Pagenaud)
•  In early 2014, Charter made an attempt to acquire Time Warner Cable, the nation’s second-largest cable provider. However, rival Comcast ultimately agreed to a stock swap to
obtain TWC, one that valued at $45.2 billion as of February 13, 2014 when the proposed acquisition was first made public. In an effort to comply with federal regulations and the FCC,
Charter Communications and Comcast announced a deal in April that would transfer cable and internet services in areas of Kentucky currently covered by Time Warner Cable to
Charter. As of April 29, 2014 the Lexington market is set to be supplied by St. Louis-based Charter as part of the large swap and restructuring aimed at making the proposed Time
Warner Cable absorption into Comcast palatable for regulators (bizlex.com). As part of Comcast merging with Time Warner, Comcast was ordered to divest about 3 million
subscribers to Charter in order to combat any antitrust concerns and keep its market share to less than 30%. Once the Comcast/Time Warner merger is complete, Charter
will find itself with about 9 million customers, making it the nation’s second-largest cable company.
•  In 2013 the company increased its offerings and expands into new markets, purchasing Optimum West/Bresnan from Cablevision for about $1.6 billion.
Optimum West serves more than 360,000 customers through cable systems in fast-growing regions of Colorado,
Montana, Wyoming, and Utah. The company acquired broadbandcable assets in Alabama and Georgia in 2011 from
Windjammer Communications (adding about 17,000 subscribers), and a broadband system serving nearly
that number in Missouri from US Cable of Coastal Texas.
10
CHARTER
•  Michael Waltrip Racing (NASCAR)
•  Richard Petty Motorsports (NASCAR)
•  Sprint Cup No. 9 Ford (Ambrose) (NASCAR)
•  Sprint Cup No. 43 Ford (Almirola) (NASCAR)
•  Sprint Cup No. 47 Toyota (Allmendinger) (NASCAR)
•  Panther Racing (IRL)
•  Tri-City Storm (USHL)
•  Tri-City Dust Devils (A)
•  Birmingham Barons (AA)
•  Gwinnett Braves (AAA)
•  Tennessee Smokies (AA)
•  Hickory Crawdads (A)
•  Kalamazoo Wings (ECHL)
•  Saginaw Spirit (OHL)
•  University of Alabama –Birmingham
•  University of North Texas
•  Texas Christian University (TCU)
•  Gateway International
Cagnazzi Racing (NHRA)
•  Madison Mallards (NWL)
•  Mark Martino Racing (NHRA)

JMI/UK Athletics Naming Rights Partner Valuation

JMI/UK Athletics Naming Rights Partner Valuation

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