KNOXVILLE, Tenn. (AP) — Tennessee has announced that starting in 2025, football ticket prices will increase, primarily to help fund player compensation.
In an email to season ticket holders sent out Tuesday morning, the university detailed a new 10% talent fee included in all invoices, aimed at supporting a proposed revenue-sharing model for athletes and attracting top talent to the program. Athletic director Danny White provided an explanation for this price hike per seat in a video link.
“As the college sports landscape evolves, we need to stay adaptable,” White explained regarding the increase, which adds a 4.5% rise on top of the talent fee. “We must continue to lead in this area. The link between resources and competitiveness has never been stronger. Now, we have the opportunity to share these resources with our athletes. This revenue will go directly to our players, giving our teams the best chance for success and bringing championships back to Rocky Top.”
This price increase comes as Tennessee enjoys a strong start to the season, boasting a 3-0 record and ranking sixth in the AP Top 25.
The announcement also includes a link to updates regarding negotiations between the NCAA and major college conferences aimed at resolving three antitrust lawsuits related to athlete compensation for their name, image, and likeness (NIL). They have reached a settlement agreement to pay $ 2.78 billion in damages to hundreds of thousands of college athletes, retroactively effective from 2016.
During a hearing last week, the federal judge overseeing the cases did not grant preliminary approval for the settlement and sent it back to attorneys to address her concerns about specific elements of the agreement.
In 2021, the NCAA revised its rules to allow athletes to profit from sponsorship and endorsement deals after decades of prohibition.
Tennessee has been proactive in supporting athletes in this evolving landscape. Quarterback Nico Iamaleava, a highly sought-after recruit, signed with the NIL collective benefiting Tennessee athletes, the Volunteer Club, founded by Spyre Sports Group. This collective was among the first and most organized to emerge following the NCAA’s decision to lift its ban on athletes monetizing their fame.
This situation led to a meeting between NCAA investigators and Tennessee officials in January, followed by a strong letter from Chancellor Donde Plowman to NCAA President Charlie Baker, criticizing the NCAA for causing “extraordinary chaos” by failing to establish clear rules regarding NIL for universities and athletes.
The attorneys general of Tennessee and Virginia filed an antitrust lawsuit against the NCAA the day after Plowman’s letter was released. A federal judge subsequently issued a preliminary injunction on February 23, preventing the NCAA from enforcing NIL regulations.
White highlighted that the NIL climate has strengthened the connection between resources and competitive success. The announcement states that current settlement projections could take effect as early as July 1, and White emphasized Tennessee’s commitment to transparency with its supportive fan base, which has contributed to building one of the nation’s top athletic departments. He noted that the ticket fee is crucial for sustaining this success.
“We aim to be a leader in college sports, which includes being at the forefront of revenue sharing,” White stated. “We want to provide the best experience for our athletes right here on Rocky Top.”
White, whose contract extension was announced in August, praised fans for selling out Neyland Stadium’s 102,000 seats for the third consecutive year, highlighting a 15,000-person waiting list for season tickets. This comes at a time when other programs are considering downsizing their stadiums due to low attendance. Tennessee fans can begin renewing tickets for 2025 on Thursday, with a renewal deadline of February 27, and will have the option of a 10-month payment plan to manage costs.
Tennessee recently secured the SEC regular-season title in men’s basketball and its first national championship in baseball last June.
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