It may not seem like a lot, but a four percent increase for season tickets in 2026 is already something that Tennessee football fans need to be prepared for. That news dropped on Monday and it'd be an understatement to say that people were quite ticked off.
This comes after a historic deal with Adidas, reportedly coming in at $10 million a year, was finalized? Yup, it just doesn't make sense that tickets are going to be on the rise again. Athletic Director Danny White saw the negative feedback and decided to issue a statement on his Twitter account. Taking a look at the replies, it sure seems like he only made things worse among the fanbase:
To clarify, it’s a 4% increase in total. We haven’t started renewals for 2026 yet, but as always, want to proactively communicate. We will continue to monitor the marketplace and make sure that prices remain reasonable compared to our competitors. I assure you, we will never take… https://t.co/fYRuC8T1Si
— Danny White (@AD_DannyWhite) August 18, 2025
Tennessee football fans are not happy about season ticket prices going up again
"To clarify, it’s a 4% increase in total," White said in his statement. "We haven’t started renewals for 2026 yet, but as always, want to proactively communicate. We will continue to monitor the marketplace and make sure that prices remain reasonable compared to our competitors. I assure you, we will never take the best fanbase in the country for granted!"
Sure, it seems like White is taking everyone's anger into consideration, but why are things going up in the first place? As we mentioned in our other piece, this update comes after not long ago a loyal Tennessee basketball fan let everyone know he was seeing about a 300 percent increase in his season tickets.
He's been going to games in Knoxville since 1967, but now he won't be able to attend future games because of his seats now being so unaffordable for him. Is this something that others are going to have to start worrying about down the road?
We fully understand that with today's current college athletics landscape, things are getting quite expensive. The last thing White wants to see is for UT supporters to suffer, but he's also got a budget to keep in mind. Still, seeing prices continue to go up is not something locals are ever going to be thrilled about. It's going to get to a point where people will choose to watch games from home instead of making the trip to Neyland because they just don't have the money to do so.