KNOXVILLE, Tenn. (WATE) — University of Tennessee Athletics is asking fans to help “carry the fight” by paying more for their tickets to help support student-athletes.

The athletics department released an unlisted video announcement on YouTube featuring Athletics Director Danny White sent to season ticket holders.

According to White, the connection between resources and competitiveness has never been tighter, but they are working to generate revenue that goes directly to student-athletes. The way the athletics department is looking to do this is through “revenue sharing.”

Previously, this was not allowed under the NCAA, but the same May 2024 settlement that allowed athletes to be paid for the use of their name, image and likeness also paved the way for schools to compete for talent by using direct payments. However, the agreement still has to be approved by the federal judge in charge of the case.

“Resources have always been a huge part of competitive success. In college sports. In this era of name, image and likeness, NIL, there has never been as close of a connection between resources and competitive success.” White said. “We want to be a leader in college sports. That means we want to be a leader in revenue share. We want to have the very best experience for our athletes right here on Rocky Top, representing the best fan base in the country at the best university in the country and the great state of Tennessee.”

To make that happen, White explained that there will be a minimum 10% “talent fee” added onto 2025 season football ticket renewals. The Tennessee Fund’s website, where season tickets are listed, shows the most recent season ticket price range from $300 to $450, with additional contribution and licensing costs making the total cost range from $350 to $6,000. It is unclear which portion of the cost the fee will be based on.

“We understand that for many of you, prices have increased, but you continue to have the power to push Tennessee to a level no one else can reach due to your passion and commitment,” White said. “We’ve made great progress over the last three years and every change we’ve implemented, we’ve always been upfront and transparent. So I’m telling you this now. So there are no surprises. We’ll continue to be as transparent as possible with you as we march forward.”

White also quoted General Neyland in his urge for season ticketholders to understand the new fee.

“General Neiland’s 7th Maxim: ‘Carry the fight to our opponent and keep it there for 60 minutes.’ I’m asking you to carry the fight. To help us continue building the country’s best athletic department and be a part of our best decade. Go Vols.”

The 2024 season was the third time Tennessee sold out its season tickets in the last 23 seasons, and nearly 15,000 people were placed on the growing season ticket interest list.