Danny White Throws the Flag on Haters — Says Soaring Ticket Prices Aren’t Greed, They’re the Fuel for Vols’ Future

Alright, Vols fans, buckle up because Tennessee’s athletic director Danny White isn’t holding back. When fans started raising eyebrows—and voices—over the recent spike in ticket prices, White jumped right into the fray to set the record straight. And honestly? He’s not here to sugarcoat it. This is about facing facts head-on and explaining why paying more isn’t just about lining pockets but about fueling the future of Tennessee football.

First off, the numbers: ticket prices for Volunteers games jumped roughly 14.5 percent for the 2025 season. That’s a solid bump, and it includes a 4.5 percent hike covering the usual suspects—rising operational costs, maintaining the stadium, staff salaries, game-day expenses, you name it. Then, on top of that, there’s a 10 percent “talent fee” tacked on. Now, that 10 percent isn’t just some sneaky surcharge—it’s money earmarked directly for the players themselves. Why? Because college football is evolving, and paying players—legitimately and transparently—is the new reality.

Fans, understandably, are feeling the sting. Especially longtime ticket holders who’ve seen prices climb steadily over the past few years. Some are telling stories of their renewals doubling or even tripling since Danny White took the reins. Throw in other game-day costs—parking, concessions, fees—and the total tab for a family outing can start to look like a luxury vacation. It’s tough, no question.

But Danny White isn’t trying to dodge the issue or play PR games. Instead, he’s been upfront and real. He says, yeah, prices are up, but that’s because the landscape of college sports is changing fast. The era of athletes getting nothing while schools rake in millions? That’s over. Tennessee is stepping up to pay their players directly through a revenue-sharing model, and they want fans to understand that the ticket price increases are part of this new ecosystem.

He compares the talent fee to tipping at a restaurant—it’s extra, sure, but it’s transparent and it goes straight to the folks making the show happen on the field. This isn’t a cash grab, he insists; it’s an investment in the team and the future competitiveness of the Vols.

Of course, that doesn’t mean fans are thrilled. Across social media and forums, the frustration is clear. “How is this fair when parking and food prices are also insane?” one fan griped. “It’s like they don’t want us to come anymore,” said another. For families trying to keep tradition alive, the cost is becoming a real barrier.

But Danny White points to the facts. Season tickets are still sold out, there’s a massive waiting list, and Vols fans remain as passionate as ever. The demand hasn’t dipped despite the price jump, which suggests that fans get the bigger picture—even if the immediate pain stings.

That bigger picture? Tennessee is locked in on competing at the highest level in the SEC, and that requires resources. Paying players fairly, upgrading facilities, attracting elite talent across all sports—these things cost serious money. And if the Vols want to keep climbing, they have to spend smarter and more transparently.

Under White’s leadership, Tennessee’s athletic program has transformed from a struggling mess to a powerhouse juggernaut. The football team is winning again, the basketball and baseball programs are thriving, and overall revenues are at historic highs. That success hasn’t come cheap, and it hasn’t come without tough choices.

White admits that raising ticket prices is one of the hardest parts of his job. Fans are the lifeblood of the program, and he knows that pushing too hard risks alienating the very people who make the atmosphere electric. That’s why Tennessee is offering a 10-month payment plan option to help families spread out the cost. It’s a nod to reality—recognizing that while the price must rise, it shouldn’t break the bank all at once.

Looking ahead, White’s vision is clear: keep growing the program sustainably, keep investing in players and facilities, and keep bringing in wins that make fans proud. The hope is that fans will see the value in their investment—not just in dollars spent, but in the quality of football and the chance to be part of something special.

There are skeptics, of course. Some see this ticket hike as punishing fans who’ve already given so much through donations and collective funding efforts. They worry the price tags are going to keep climbing and put the stadium out of reach for average fans. That’s a real conversation and one Tennessee can’t ignore.

But for now, the numbers tell a story of loyalty and resilience. Despite the grumbles, fans keep coming back. They’re filling the seats and chanting louder than ever. Danny White knows that and is betting on it. Because at the end of the day, Tennessee football is bigger than one season or one ticket price. It’s a legacy, a community, and a shared passion.

And sometimes, that passion means stepping up—even when it hurts a little—to keep the dream alive.