As we approach the upcoming 2025 football season, the University of Tennessee has announced a 10% increase in season ticket prices across all sports. This adjustment is in preparation for a significant change in collegiate sports – athletes getting a share of the school’s sports revenue.
This increase, dubbed as a “talent fee” by Tennessee, is intended to contribute to the proposed revenue sharing for student-athletes. This move aligns with a potential settlement involving the NCAA in three cases, which, if approved by a judge, could come into effect as soon as July 1. The settlement aims to provide $2.78 billion in backpay to student-athletes and permit schools to pay players up to 22% of the Power Five schools’ average athletic revenue annually. Additionally, it would eliminate the cap on scholarships.
Athletic director Danny White emphasized the need for flexibility as the collegiate model evolves. He highlighted the importance of sharing resources with student-athletes to maintain competitiveness. These changes will not only impact the 2025 football season but also include a 4.5% increase in single-game tickets.
Tennessee’s proactive approach to these changes reflects its dedication to supporting student-athletes. The university, already ranked eighth in total operating revenue among public university athletic departments, is setting a precedent for the future of collegiate sports.
With college athletes now able to profit from their name, image, and likeness since 2021, the landscape of college sports is shifting. While star athletes have secured lucrative endorsement deals, direct revenue sharing from universities could benefit a broader range of student-athletes.
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