Tennessee Finds Unique Way To Sell Neyland Stadium Branding Rights Without Changing The Iconic Name

The Tennessee athletic department has found a unique way to raise money for a different-looking future in collegiate sports, with revenue sharing on the horizon. In what could turn out to be one of the biggest deals when it comes to sponsorship, the school has struck a 20-year deal with Pilot travel center for branding rights to Neyland Stadium. 

Officials from both sides announced the deal on Tuesday morning that will see Pilot purchase branding rights, along with becoming the presenting sponsor of the ongoing renovation project at Neyland Stadium. This deal is massive when it comes to the current landscape of college sports, as schools are looking for ways to raise money for the upcoming changes that will occur when revenue sharing with student-athletes finally begins. 

In a time when athletic departments around the country are looking for different ways to raise capital, while also continuing to renovate stadiums and buildings for their different teams, we're starting to see schools look for different avenues of raising money. 

KNOXVILLE, Tenn. - The Tennessee Volunteers marching band forms a "T" before their game against the Texas A&M Aggies at Neyland Stadium on October 14, 2023. (Photo by Eakin Howard/Getty Images)

Luckily for Tennessee fans, athletic director Danny White was not willing to change the name of the current stadium, no matter the price that was offered for the rights. This meant the school had to get creative when it came to the football side of the fundraising and sponsorships. Just last year, Tennessee sold the naming rights to its basketball arena to Food City, which has led to the school being able to proceed with upgrades for fans attending games. 

"Because we were committed to preserving the