When will it end? While Tennessee football fans understand the rising costs surrounding college athletics, ticket prices have continued to go up and people are getting priced out of being able to attend home games the way they've done for decades.
Shortly after Tennessee's historic deal with Adidas was announced, some more news has come in from Athletic Director Danny White, but it's not being received with the same kind of joy. On Monday, White announced that season tickets are going up by four percent for next football season, while the 10 percent 'talent fee' isn't going anywhere either.