ICYMIL NIL: September 16 - 20

Tennessee Tacks on 10% Talent Fee for Season Tickets

Earlier this week, the University of Tennessee announced that a 10%"talent fee" will be added to season tickets for the 2025 college football season.

Tennessee athletic Director Danny White shared the news in a video announcement , saying the money raised from the "talent fee" will go towards paying players in the upcoming revenue-sharing model.

"In this new era, it's going to get a lot more expensive. But there's also going to be a closer relationship between resources and competition than there ever has been before. And our biggest asset is our fan base."

As you can imagine, there are strong opinions on both sides of this issue.

But we are sure to see other college programs follow suit if fans don't revolt too much with their wallets.

?? Do you think we will see more college programs tack on "talent fees" to their big-time season tickets?

?? Tennessee Capitalizing on NIL with 'Talent Fee' on 2025 Season Tickets

Are We Missing the Point??

It's time to shift our focus and start seeing NIL for what it truly is: an opportunity to educate, empower, and prepare student-athletes for life beyond the game.

All the buzz around NIL these days is focused on money. Don’t get me wrong—there’s a real opportunity there. But if we only talk about NIL regarding dollars and recruitment, we’re doing student-athletes a considerable disservice.

We need to start seeing NIL for what it truly is—an opportunity to educate, empower, and prepare student-athletes for life beyond the game. Think about it. For most athletes, the game ends. The question is: when that day comes, will they be ready? Will they have built a brand, honed business skills, or learned how to leverage their influence in ways that last a lifetime?

This isn’t just about making quick cash in college. It’s about creating long-term value—equipping student-athletes with the knowledge and tools to navigate any industry after their sports careers end.

Education must be at the core of NIL.

Personal branding, marketing, financial literacy, and leadership lessons are invaluable. However, too many are focused solely on the economic windfall and the next big recruit.

Let’s open our minds to what’s possible when we make NIL about education first. By investing in building student-athletes who aren’t just stars on the field but leaders worldwide, we're paving the way for a future where student-athletes are equipped for life beyond the game.

The true power of NIL is in what happens long after the game.

Who’s with me?

The Playbook Series Podcast

On this week's episode of Industry Insiders, TPNIL founder Mark R. Koesterer chatted with Adam Vasallo , CMO of Big Brothers Big Sisters of America , about the importance of mentorship in youth development.

We Want to Hear From You!

Would you like to be featured on the podcast? Send an email to [email protected] .

Follow us on Twitter , Instagram , and TikTok - or connect with Mark Koesterer on LinkedIn.

Have a great weekend!