The University of Tennessee is set to increase football season ticket prices by an average of 14.5% in 2025, including a new 10% 'talent fee' to fund athlete compensation through Name, Image, and Likeness (NIL) deals. This price hike aims to generate significant revenue for direct payments to athletes as part of a broader revenue-sharing initiative expected to start by July 2025, driven by recent legal settlements. The remaining increase will cover rising operational costs, including construction, food, and travel expenses. Athletic Director Danny White emphasized the strong link between resources and competitive success, highlighting the university's commitment to maintaining a leading role in college sports. Student ticket prices have also been raised, from $10 to $20 this season, and will further increase to $25 next year. This strategy reflects Tennessee's proactive approach to adapting to the evolving landscape of college athletics and ensuring financial stability.