Tennessee passing player payments onto fans with absurd ticketing policy

Revenue sharing is coming to college athletics across the country; at Tennessee, the fans will pay for it.

On Tuesday, On3's Andy Staples wrote that Tennessee athletic director Danny White plans to enact a 10 percent "talent fee" on all ticket purchases, including season and single-game sales. Staples also noted the ticket tax is in addition to an average 4.5 percent increase in ticket prices for Vols home football games.

The NCAA's recent settlement of the House vs. NCAA court case — yet to be approved by a federal judge — would allow colleges to directly pay student-athletes.

It's estimated that colleges will be able to spend up to $22 million on athletes, and Tennessee's squeeze on its fans is meant to ease its financial obligation.

As Knox News noted, the university predicts the tax plan will generate roughly one-third ($7.5 million) of the funding necessary for athletes. Knox News also shared that Tennessee raked in a record $200 million in revenue in 2023, which it reported exceeded "the previous record by almost $50 million."

White is likely banking on Tennessee's return to national prominence in football to justify the price hike. This season, the Volunteers (3-0) have looked like one of the best teams in the country, leading FBS in average margin of victory (59.3 points per game).

As long as the program wins under head coach Josh Heupel, fans might be more receptive to a talent tax.

The decision to pay players is long overdue. It's about time athletes who generate millions in income finally see the fruit of their labor. But based on how Tennessee plans to go about it, fans will bear the burden.