Tennessee has announced a ticket price increase for football games starting in 2025, with the additional revenue aimed at supporting player compensation.
The increase, detailed in a recent email to season-ticket holders, will include a new 10% “talent fee” on all invoices. This fee is intended to contribute to a proposed revenue share for athletes and help Tennessee attract and retain top talent.
Athletic Director Danny White explained in a video link that the price hike, which also includes a 4.5% increase beyond the talent fee, is necessary to adapt to the evolving collegiate model. White emphasized the connection between resources and competitiveness, stating, “As the collegiate model changes, we have to remain flexible.” He added, “We have to continue leading the way. That connection between resources and competitiveness has never been tighter. Only now we have the ability to share these resources with our athletes. We can generate revenue that will go directly to our players. This will give our teams the best chance to be successful and bring championships home to Rocky Top.”
Tennessee’s announcement follows a strong start to the season, with the team currently 3-0 and ranked sixth in the AP Top 25. The ticket price adjustment also coincides with ongoing NCAA and major college conference negotiations regarding three antitrust lawsuits related to athlete compensation for name, image, and likeness (NIL). A settlement agreement for $2.78 billion in damages to college athletes dating back to 2016 has not yet received preliminary approval from a federal judge.
Since the NCAA allowed athletes to earn money from sponsorships and endorsements in 2021, Tennessee has been active in supporting athletes, including notable recruit Nico Iamaleava, who signed with the NIL collective supporting Tennessee athletes, the Volunteer Club, founded by Spyre Sports Group. This deal led to a meeting between NCAA investigators and Tennessee officials and prompted a letter from Chancellor Donde Plowman criticizing the NCAA for inadequate NIL rules.
Following Plowman’s letter, Tennessee and Virginia’s attorneys general filed an antitrust lawsuit against the NCAA, which resulted in a preliminary injunction barring the enforcement of NIL rules. White cited NIL as further strengthening the link between resources and success and expressed a desire for transparency with the fan base. The talent fee is seen as essential for maintaining Tennessee’s competitive edge.
Fans will be able to renew tickets for 2025 starting Thursday, with a renewal deadline of February 27. A 10-month payment plan will be available. White acknowledged the support of fans, who have sold out Neyland Stadium’s 102,000 seats for three consecutive years, with a waiting list of 15,000 for season tickets.
Tennessee also recently secured the SEC regular-season title in men’s basketball and won its first national championship in baseball in June.
