Tennessee athletic director Danny White responds to Vols fans that are unhappy about ticket prices increasing
The Tennessee Vols announced on Monday that season-ticket prices for football will increase in 2026 by an average of 4 percent. “For the 2026 season, fans will notice a moderate per-seat price increase averaging 4% across the stadium,” wrote Vols athletic director Danny White in an email to season-ticket holders. “Renewals will begin later this […]
The Tennessee Vols announced on Monday that season-ticket prices for football will increase in 2026 by an average of 4 percent.
“For the 2026 season, fans will notice a moderate per-seat price increase averaging 4% across the stadium,” wrote Vols athletic director Danny White in an email to season-ticket holders. “Renewals will begin later this fall and will run through February 26, 2026. Fans will have the option of a 10-month payment plan to spread out the impact of the increased cost. As always, ticket and Tennessee Fund contributions will directly support our student-athletes and remain essential to the operational success of Tennessee Athletics.”
Unsurprisingly, numerous Vols fans were unhappy with the announcement and took to social media to voice their displeasure.
White responded to one of those fans (who deleted their tweet) on Monday evening.
“To clarify, it’s a 4% increase in total,” wrote White. “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!”
It’s understandable that fans are upset about rising ticket prices — no one wants to pay even more money to attend a college football game.
But as college football programs search for ways to increase revenue — amid rising costs for rosters, stadium upgrades, and new projects — rising ticket prices are becoming common across the sport.
If Tennessee wants to continue to be an “everything school”, the program will need to continue to find ways to increase revenue to ensure a competitive edge (the new Adidas deal, the full terms of which haven’t been disclosed, helps — but it’s not enough on its own).
I don’t think there’s any part of Danny White that finds joy in raising ticket prices. It’s just what Tennessee, unfortunately, has to do to put a winning product on the field/court in all sports.
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