Tennessee-driven NIL collective Volunteer Club surpasses 3,000 members, launches business memberships

Spyre Sports Group established itself as a top NIL marketing agency in the first year of the NCAA’s new era, working closely with Tennessee athletes.

With the rise of NIL collectives, the Knoxville-based firm pivoted to running an NIL collective. The Volunteer Club officially launched in March 2022, with the organization starting its membership program in mid-April. Over this past weekend, the entity passed the 3,000 mark for total memberships and now sits at 3,038.

Sources have indicated to On3 the membership count is one of the most competitive in the country, next to Ole Miss‘ Grove Collective. Spyre has executed north of 1,400 deals since July 2021. They currently have 90 athletes on active contracts. Spyre told On3 in February The Volunteer Club had procured $13.5 million in NIL deals. 

A for-profit entity, the collective has used some innovative ideas to reach the mark. With five membership levels ranging from $5 to $500 a month, each package comes with different perks. The Volunteer Club brought Kenny Clayton on in April to serve as the director of member development. A captain’s program has also been useful, creating a way for the collective to have a direct impact on communities throughout the Southeast.

“The milestone of 3,000 members can be traced back to the work of our entire team,” Spyre co-founder Hunter Baddour told On3. “Fundraising led by Brandon Spurlock and Kenny Clayton are ways we can connect with Tennessee Alumni and VFLs. Player marketing led by Grace Walker and Will Watkins shows fans that we have the athlete’s best interest and want to see them succeed on and off the field. Vol Club marketing and engagement led by Cade Ramsey, Will Crockett and Sheridan Gannon allow members to have an elite experience with us.

“From the time you join, our goal is for Vol fans to see the impact they are making in the lives of athletes, engage in a community of passionate fans, and have one-of-a-kind experiences. Our grassroots efforts led by the captain’s program have contributed to our success, too.”

The uptick in memberships comes after the collective became an official partner of Tennessee athletics in June by securing a sponsorship agreement with Learfield. Through the partnership, the collective can have full use of the institution’s marks and colors. It will also have the opportunity to advertise during athletic events at Neyland Stadium and Thompson-Boling Arena, for example.

The backing of the “Power T” has only helped membership growth. Last week’s announcement of plans for a “Night in Neyland,” scheduled for the Vols game at Florida on Sept. 16, has provided a boost, too. Only members of the Volunteer Club will have the chance to watch the game at the social deck inside Neyland Stadium.

The Volunteer Club launches business memberships

The Tennessee-drive NIL collective is also expanding its membership program, allowing Knoxville businesses to participate. Josh Turbyville, who owns Clancy’s Tavern & Whiskey House, told On3 this past fall he brought in more than $40,000 in profits from Thursday to Sunday the weekend of Tennessee’s win over Alabama.

Two levels are being offered to Knoxville companies. The major package is priced at $1,000 a month and includes a window decal for the business, social media recognition and the company’s logo at Vol Club tailgates. The general membership would cost $3,000 per month but allows brands to launch a co-branded social media campaign with the collective or send an email out to the organization’s members.

LSI Graphics, Exterior Home Solutions, XUL Beer Company and Quality Fence Company have all signed on.

“The Downtown Knoxville Alliance estimated that a single football home game weekend generated over $50 million for area businesses,” Spyre co-founder James Clawson said. “That is over a $350 million impact over seven home games and does not include the recent success of Tennessee basketball and baseball. The Volunteer Club supports over 120 Tennessee athletes through NIL opportunities and makes Tennessee one of the best college destinations.”