It's called brand recognition. Kentucky is a far more attractive national brand than UT in basketball, that is just a fact. Kentucky is one of the power five (Kentucky, Duke, North Carolina, Kansas, UCLA) and if there's a way to get one of those programs in, they'll do it. Money, advertising, brands; this is how sports works, man.
We all care about Tennessee basketball, but the name "Kentucky" causes more heads to raise in the national TV markets. And quite frankly, at this point in time, so does the name "Alabama" even though it's basketball. We HAVE to win two games in this tournament.