The University of Tennessee will implement a 10% 'talent fee' on football tickets starting in the 2025 season to generate funds for student-athletes under the new revenue-sharing model. This fee, part of a broader 14.5% increase in ticket prices, aims to raise approximately $10 million annually to support players' earnings. Athletic director Danny White emphasized that the connection between resources and winning has never been tighter, and this initiative is crucial for maintaining competitiveness in college sports. Season ticket renewals begin on September 19, with a deadline of February 27, 2025. The fee comes in the context of NCAA changes that allow athletes to profit from their name, image, and likeness, following a $2.8 billion antitrust settlement. Tennessee has seen record ticket sales, selling out its season tickets for the last two years and currently ranked sixth in the AP Top 25.