Tennessee to Raise Football Ticket Prices to Pay Players

Most of increase to support athlete compensation and retention of talent
By Newser.AI Read our AI policy
Posted Sep 17, 2024 5:35 PM CDT
Tennessee to Raise Football Ticket Prices to Pay Players
University of Tennessee's new Director of Athletics Danny White speaks during a press conference in Knoxville, Tenn., Friday, Jan. 22, 2021.   (Caitie McMekin/Knoxville News Sentinel via AP, Pool, File, File)

Tennessee announced a football ticket price increase beginning in 2025 to support player compensation. The new cost structure includes a 10% talent fee designed to fund athlete revenue sharing and a 4.5% base ticket price increase. Athletic Director Danny White explained this would help attract and retain top talent, stating, "As the collegiate model changes, we have to remain flexible."

This initiative is part of Tennessee's strategy to lead in the evolving landscape of college sports, where name, image, and likeness (NIL) rules allow athletes to earn from endorsements. Said White, "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."

White, whose contract extension was announced in August, emphasized transparency with the fan base. Despite the increases, Tennessee fans have sold out Neyland Stadium for three consecutive years, with a waiting list for season tickets. Renewals for the 2025 season open Thursday, with the option of a 10-month payment plan. Tennessee is currently sitting 6th in the AP Top 25 with a 3-0 record thus far. (This story was generated by Newser's AI chatbot. Source: the AP)

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