Tennessee is adding a 10% fee on football game tickets next season to pay players

KNOXVILLE, Tenn. (AP) — Tennessee has announced a price hike for football tickets starting in 2025 with most of the increase going specifically to help pay players.

The increase announced Tuesday morning in an email to season-ticket holders notes a new 10% talent fee for all invoices to “help fund the proposed revenue share” for athletes and help Tennessee attract and keep the best talent. A video link features athletic director Danny White explaining the reason for the price hike per seat across Neyland Stadium.

“As the collegiate model changes, we have to remain flexible,” White said of the price hike, which includes a 4.5% increase on top of the 10% talent fee. “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.”

The increase comes with Tennessee off to a 3-0 and ranked sixth in the AP Top 25.