 On July 2, 2015, Sports Dating Inc., a company based in UK's home city of Lexington, launched "BBNMeetup.com", an online dating site devoted to UK fans, with users allowed to create profiles before the site went fully live on July 15.The site will offer most features of mainstream dating sites, with an additional metric of "fandom" (i.e., level of enthusiasm for the Wildcats).The site's Twitter feed alleged that the user demand for the site was high enough to cause a server crash, although "ESPN.com" writer Eamonn Brennan dismissed that claim as "clever marketing".