John Calipari announces an NIL initiative with all proceeds going to UK basketball players

John Calipari and the University of Kentucky men’s basketball program have announced a new name, image and likeness program — “La Familia” — that will allocate 100% of the contributions to the Wildcats’ players.

The program is described as a “team-based NIL initiative” powered by G3 ProCamps, the exclusive NIL service provider of the UK men’s basketball program. The website for the program has a stated goal of $1 million.

Calipari announced the initiative on social media Thursday morning, the day before the Cats were set to begin postseason play in the SEC Tournament in Nashville.

“Thank you for being the most engaged fans, the most supportive fans. That’s why Kentucky basketball is the gold standard,” Calipari said in the launch video, which included messages from current UK players. “College basketball is changing right before our eyes. La Familia was formed. They did it to support me, support the kids, support the program. Now I’m giving BBN an opportunity. Why don’t you join us?”

There are several different “giving levels” in the program. A $10 donation includes a “La Familia Digital Membership Card,” up to a $10,000 donation, which would include a personalized video from Calipari and/or Kentucky players. No donation is required to “opt in” to the program and receive content related to the team.

Calipari added in the video that “100% of what you do” will go to the Kentucky basketball players. In an accompanying press release, the longtime UK coach said the “La Familia” initiative is “a long-term plan aimed at continuing Kentucky’s winning tradition.”

Calipari has worked with G3 ProCamps for the program’s various basketball camps and other events throughout his tenure at UK, and the company has been an NIL partner in recent years.

The launch video posted Thursday morning on Spotfund — an online fundraising site — began with a message from UK freshman and fan favorite Reed Sheppard.

“As the son of two former Wildcats, I know the impact that the fans from this state and beyond can make on the national level,” Sheppard says. “We need all of you to join us in preserving the greatest tradition in college basketball, just as players before me have done.”

Current players Adou Thiero and Antonio Reeves are also featured in the video, as is former UK point guard and current student assistant coach Tyler Ulis, another Kentucky fan favorite.

The 2023-24 basketball season is nearly finished, but the framing of Thursday’s announcement of the launch of the NIL drive puts an emphasis on the future of UK’s program. Even with six high school recruits already committed to the Cats’ incoming 2024 class, the number of expected departures from the current roster indicates Calipari and his assistant coaches will be looking into the transfer portal for more additions this spring.

Recent offseasons have shown the importance of a strong NIL program while trying to entice high-level transfers, and those earning possibilities are also often a major point of discussion on the traditional recruiting trail.

“La Familia will provide lots of opportunities for our future Kentucky teams, on and off the court,” Reeves said in the video launch.

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