The University of Tennessee is set to raise football ticket prices and the associated donation requirements by an average of 14.5% in 2025. A significant portion of this increase will go toward a “talent fee” aimed at compensating players.

On Tuesday, Tennessee notified season-ticket holders about the upcoming price increase through an email, which included a video featuring athletics director Danny White discussing the reason behind this decision.

Starting next year, college sports will see revenue sharing for athletes.

Wealthy institutions will participate by supporting an estimated $22 million fund for direct player compensation, alongside an additional $5-10 million for extra scholarships. This means that less affluent schools may struggle to compete.

Tennessee has decided to join in, which means fans will contribute part of the expenses associated with this competitive landscape.

“We’ve made significant progress in the last few years. As we enter this new era, costs are going to rise dramatically,” White explained to Knox News, part of the YSL News Network. “However, there will now be a much clearer connection between resources and competition than ever before, and our largest advantage is our devoted fan base.”

Here’s a summary of the average 14.5% increase for tickets at Neyland Stadium in 2025:

• A primary increase of 4.5% for each seat on single-game and season tickets, including donations. Some seats may see larger increases, while others may increase less. This rise is due to Tennessee’s escalating costs related to construction, food, travel, and other expenses in the athletic department.
• An additional 10% increase per seat for all single-game and season tickets, plus donations designated as a “talent fee” for the revenue-sharing fund for players starting in 2025.

Renewals for season tickets will commence on Thursday, with the deadline set for February 27, 2025. Tennessee is providing a 10-month payment plan to help fans manage the increased costs.

Additionally, Tennessee has already raised student ticket prices from $10 to $20 this season, with plans to increase them to $25 in 2025.

Funding Tennessee Players and Additional Scholarships May Reach $30 Million

Details about revenue sharing remain unclear as they depend on the outcome of the ongoing House v. NCAA federal antitrust negotiations. This revenue-sharing model could begin as soon as July 2025.

In general, schools may contribute up to 22% of their yearly revenue, amounting to around $22 million, to compensate athletes. This plan could resemble a salary cap in professional sports, although specifics are still hazy.

Schools in the SEC and Big Ten are expected to adopt the revenue-sharing model, and some institutions from smaller conferences will also try to keep pace.

<

Compensating athletes for their name, image, and likeness could still play a role in attracting and retaining top talent. However, it’s uncertain how NIL will fit into the revenue-sharing model.

Scholarship limits will also increase by July 2025. Football scholarships could rise from 85 to 105, while baseball scholarships may grow from 11.7 to 35, among other changes.

Many schools might not have the resources to provide these extra scholarships unless they drop certain sports programs.

For institutions like Tennessee, which are willing to opt in, it will take approximately $30 million each year to finance both revenue sharing and additional scholarships. This is where the hike in ticket prices plays a crucial role.

“It’s fundamentally a math problem exceeding $30 million,” White said. “We’re not merely shifting this burden onto our fans. We are asking for their assistance with a part of it.”

How the Price Increase Will Contribute to Player Pay

Tennessee anticipates that the 10% increase in ticket prices for the “talent fee” will generate around $7.5 million, roughly one-third of the total $22 million revenue-sharing fund for athlete compensation.

The university is also exploring various revenue avenues to keep up with the leading institutions in this new competitive era of college football.

The Tennessee Fund achieved a remarkable milestone by raising $139.7 million in 2023-24, marking the highest fundraising total in UT athletics history. This amount has increased by over $100 million in the four years since White’s appointment.

Furthermore, Tennessee has secured profitable corporate sponsorships, such as the branding deal with Pilot for Neyland Stadium. These resources have helped finance facility upgrades and replenish the athletic department’s budget for this heightened competition in college sports.

Danny White’s Belief in Resource-Driven Success

This surge in revenue recently led to White receiving a contract extension and salary increase, making him the highest-paid athletic director at a public university in the United States. His salary has risen to a minimum of $2.75 million, along with a consistent 5% annual increase from the terms of his original contract.

White is convinced that having the right resources translates to winning, a belief that his accomplishments at Tennessee seem to affirm. It’s no wonder that he will spearhead UT’s entry into the revenue-sharing phase of college athletics.

In 2023, Tennessee athletics achieved its highest operational revenue ever, exceeding $200 million, which is nearly $50 million more than the previous record. The Volunteers have also enjoyed great success, correlating with these increasing revenues.

In the 2023-24 season, Tennessee achieved a remarkable milestone by finishing third in the Learfield Director’s Cup, marking the highest position in the school’s history, and clinching its third consecutive SEC All-Sport championship. It was one of only two schools in a major conference to have every athletic team qualify for the NCAA postseason or bowl games.

In March, the Tennessee men’s basketball team advanced to the Elite Eight for only the second time in the program’s history. By June, the Vols baseball team secured its first national championship at the College World Series, leading to Tony Vitello receiving a new contract that established him as the highest-paid college baseball coach in the United States.

Tennessee football is recognized for its strong performance, ranked in the top 10 for the second time in three years under head coach Josh Heupel, who was hired by White.

Tennessee Football: One of the Most Sought-After Tickets

According to White, ticket prices for Tennessee are on par with rivals in the SEC and across the nation, with significant demand for Vols tickets.

The university has sold out its 70,500 season tickets for the second straight year and the third time in the last 23 years. White mentioned that there is a waiting list of nearly 15,000 fans eager for season tickets.

The Vols have achieved 15 consecutive sellouts, which is particularly impressive given that Neyland Stadium can hold up to 101,915 fans, making it the sixth-largest college stadium in the country.

Last season, Tennessee led the SEC in total home attendance (713,405) and had an average home attendance of 101,915, ranking third and fourth nationally, respectively.

“We have a waiting list of 15,000. If we were purely focused on revenue, we would likely consider raising our prices,” White stated. “However, this is college athletics, and we are fortunate to have an incredibly passionate fan base.

“We don’t make these decisions lightly. We strive to find a balance between generating necessary revenue and ensuring fair pricing for our fans.”

Adam Sparks is the beat reporter covering Tennessee football. You can follow him on X, previously known as Twitter, at @AdamSparks.