When Kim Bucci Shelton (’96 Marketing,’98 MBA) first stepped onto the pitch as a member of the inaugural University of Kentucky women’s soccer team in 1992, she wasn't just launching a collegiate program — she was pioneering a lifelong relationship with the university and the sports industry. Decades later, the Gatton College of Business and Economics alumna continues to be a power player in UK athletics, serving as the senior vice president of NIL strategy and executive director of UK NIL at JMI Sports.
Shelton’s tenure as a student athlete was historic. She captained the Wildcats’ soccer team for five years and remains the program’s all-time leader in matches played and started. While transitioning into an assistant coaching role, she balanced the rigors of athletics with her graduate studies at Gatton, earning her MBA in 1998.
Reflecting on her career path, Shelton once said, "Our success is defined by the path we pave for those that come after us." When recognized by UK Athletics during Women’s History Month, she added to that sense of pride, saying "It is an incredible honor to be considered worthy of representing UK Athletics... GO CATS!"
Shelton's career spans more than 25 years of leadership in multimedia rights, partnership execution and sports marketing. Since first joining JMI Sports in 2014, she has held vital roles including vice president of sponsorship sales, chief revenue officer and president of UK Sports and Campus Marketing. Notably, she championed corporate partnerships that extended far beyond traditional advertising, such as executing the groundbreaking naming-rights deal with Kroger for Commonwealth Stadium and establishing the campus Big Blue Pantry to support student wellness.Her profound impact on the landscape earned her national acclaim in 2020, when she was recognized by the Sports Business Journal as one of the top 50 women in sports following a successful stint from 2024 to 2025 as the chief executive officer of the Lexington Sporting Club.
In mid-2025, Shelton returned to JMI Sports to steer collegiate athletics through one of its most transformative eras. As senior vice president of NIL strategy, she leads Name, Image, and Likeness (NIL) initiatives company-wide, with a direct focus on the University of Kentucky's premier BBNIL Suite program. Acting as the key bridge between student-athletes, athletic departments and brand partners, Shelton uses her firsthand perspective as a former UK student-athlete to build impactful NIL opportunities.
From breaking records on the soccer field to shaping the future of collegiate sports business, Kim Shelton exemplifies the power of a Gatton College degree. Her journey is a masterclass in turning passion into legacy, proving that for true leaders, the game is always evolving.
