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KNOXVILLE, Tenn. -- In what is believed to be the first arrangement of its kind, Tennessee fans for all sports will be charged a 10% "talent fee" on tickets to help pay athletes as part of the new revenue-sharing plan set to begin in 2025.
The university shared the news with football season-ticket holders via email Tuesday, which included an impassioned four-minute video of athletic director Danny White telling fans the talent fee and other strategies were "part of an extensive plan to continue our dominance in college athletics and build something like never seen before.