Tennessee increasing season ticket cost for the 2026 season
In the league where it just means more and in a day and age where every dollar counts, Tennessee announced to season ticket holders via email on Monday that the cost for attendance to football games will increase in 2026.
In an email sent out to season ticket holders, Tennessee AD Danny White announced a “moderate” on average 4% increase in total cost of ticket and contribution for the 2026 season. For the 2025 season, Tennessee’s season ticket renewal was just shy of 98%.
On top of that cost, Tennessee will continue to have a 10% talent fee added to the cost of the contribution and ticket. There is also a state and local sales tax, plus a city entertainment tax of 13.75% on the cost of the tickets which will be $450.00 in 2026.
The timing of the announcement was made in conjunction with season ticket renewals that start this fall and run through February of 2026 allowing for a longer 10 month payment plan ticket holder renewals.
Sources indicated to Volquest that Tennessee was in the top third of the SEC in ticket cost and that the price point of tickets were comparable to many of the bigger named power 4 schools around the country.
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“Whether that’s premium or non premium seating, we know what our competitors charge,” White told Volquest last week. “We’re fortunate here. We’re not just a football school. We’re also a basketball school. We’re also a women’s basketball school and a baseball school and a softball school. That’s why I think we can build the best athletic department in the country. I think we can build something that college sports has never seen. And we’re marching our way towards having the top budget. But we’re not going to do that by out pricing what our competitors are doing and gouging our fans. And so we spend a lot of time benchmarking and making sure we’re being reasonable.”
With the new price increase, non-premium season tickets including talent fee range from $429 to $2974 per seat. That cost does not include the 13.75% in taxes.
Tennessee opens the 2025 season on Saturday, August 30th as they take on Syracuse in Atlanta. White said they will do so with 24,000 on the season ticket waiting list and with 18,000 students registering to earn the right to buy one of 12,000 tickets allotted to them.
