What LaFamilia NIL collective means for John Calipari, Kentucky basketball

Kentucky basketball formally launched its NIL collective Thursday morning – fittingly with John Calipari leading the charge.

The Wildcats’ first foray into a donor-led, basketball-focused collective came last June with the launch of the LaFamilia Club. At the time, the point of the club was to raise NIL dollars from former players and top Kentucky boosters.

As Matt Jones of On3’s Kentucky Sports Radio previously reported, Thursday’s news is a formal launch of LaFamilia allowing fans and boosters to donate. The club is exclusively managed by G3 Marketing and ProCamps and offers a variety of subscription packages for donors to choose from.

“Thank you for being the most engaged fans, the most supportive fans – that’s why Kentucky basketball is the gold standard. College basketball is changing right before our eyes,” the Kentucky basketball head coach said in a video released on social media. “LaFamilia was formed to support me, support the kids, support the program. Now I’m giving BBN an opportunity, why don’t you join us? One hundred percent of what you give will go back to the players.”

Kentucky’s Reed Sheppard, Adou Thiero and Antonio Reeves all appeared in the announcement video with Calipari. The launch comes just days before Selection Sunday and the start of the college basketball transfer portal window, which opens on Monday, March 18. Collectives and third-party NIL entities have become crucial in retaining and attracting talent, specifically in football and men’s basketball.

According to the collective’s website, LaFamilia’s goal is to raise $1 million. It is unknown how much top-level Kentucky boosters and former players have already donated. Sources have continued to tell On3 that the top college basketball payrolls are more than $3 million. The rush for Kentucky will be to raise dollars as quickly as possible.

Thank you, #BBN, for your continued support! Your unparalleled passion and engagement continue to make this program the gold standard! Join us in #LaFamilia as we continue to elevate this program for years to come!!

More: https://t.co/12JbgtDGx5 pic.twitter.com/LO66qyf800

— John Calipari (@UKCoachCalipari) March 14, 2024

Kentucky basketball facing uphill climb

Fans have a myriad of options to choose from to support LaFamilia. Big Blue Nation can join the collective for free and receive exclusive content. Donors who choose to give $10 a month will receive a digital membership card and the $100 subscription level includes a T-shirt.

From there, the packages go to $1,000, $5,000 and $10,000. The top tier gives fans chances to receive a personalized video from Calipari and Kentucky players. Still, LaFamilia will have to make some headway.

On top of building some name recognition amongst the fanbase, the organization is raising dollars next to Kentucky football-driven NIL collectives The 15 Club and Club Blue. Trying to get a clear message out about dollars going to different sports will be crucial.

Backing from athletic director Mitch Barnhart will be key. For all the work a collective is forced to tackle head-on in its first 90 days, there’s another problem many must avoid: fading. Subscription programs have allowed organizations to make sure they are constantly raising funds. For others, the glitz and glam can wear off.

“If the university is going to publicly endorse and allow the coaches, which they are legally allowed to promote, that should absolutely throttle the ramp-up period,” an SEC collective leader previously told On3.

The NCAA faces multiple preliminary injunctions, making the governing body powerless over NIL and the transfer portal. Because of that, LaFamilia will be able to openly negotiate with high school and transfer portal recruits.

Kentucky now has its NIL foundation for basketball, setting John Calipari up for success this offseason.