Tennessee enters historic, multi-year sponsorship deal with Pilot

As athletic departments across the country prepare for a new era of college football, Tennessee athletics signed one of the largest sponsorship deals in college athletics history.

The Volunteers entered a multi-year partnership with travel center company Pilot, which is headquartered in Knoxville. Announced Tuesday morning, the full terms of the agreement were not disclosed but a source told On3 it is one of the largest sponsorship agreements in the sport’s history.

Shepherded by Volunteers athletic director Danny White, Pilot becomes the presenting partner of the Neyland Stadium renovation project and the official travel stop of Tennessee athletics. The terms of the agreement go up to 20 years and could be extended. Along with White’s leadership, the deal was negotiated with the Vol Network, Tennessee’s local multimedia rights property through Learfield.

As part of the deal, new signage will go up on the east side of Neyland, which will include a return of the “Home of the Vols” next to Pilot’s logo. The agreement also includes on-field sponsorships.

“As we navigate the changing landscape of college athletics, we are dedicated to building the best athletics department in the country,” White said in a statement. “Because we were committed to preserving the name of Neyland Stadium, finding a partner who shared this vision was essential.

“With deep roots here in Knoxville, Pilot recognizes the significance of Neyland and the importance of tradition to our fans and the university. Our focus continues to preserve and honor our storied past while modernizing to ensure we lead the way in college sports.”

With the multibillion-dollar House settlement, schools will opt-in to a revenue-sharing agreement, with the option to share roughly $20 to $22 million per year with players. That number will increase over the 10-year settlement. Securing on-field sponsorships and long-term partnerships have been top of mind for athletic directors this summer.

Tennessee’s partnership with Pilot gives the Vols a key sponsor for the new era of college football. A source told On3 that future sponsorship deals will follow the framework of Tennessee’s. Jimmy Haslam, a prominent Tennessee alum and booster, was the chairman of the board of Pilot Flying J until 2023. His father, Jim Haslam, founded Pilot in 1958 as the Pilot Oil Corporation.

Of the $2.77 billion expected to be paid in back damages to former athletes as part of the House case, the NCAA is expected to be responsible for 40% of the payout. The other 60% will come from a reduction in school distributions. Judge Claudia Wilken will rule on preliminary approval of the settlement on Sept. 5.

“Neyland Stadium is one of the most iconic sporting venues in the world and UT is a significant part of making Knoxville a special place that Pilot is proud to call home,” Pilot CEO Adam Wright said. “Through this partnership, we will preserve the legacy of Neyland while also investing in its future to create exceptional experiences for generations to come. We look forward to seeing you out here as we cheer on the Vols in Neyland.”

Pilot employs over 2,500 in the Knoxville area and has a long-standing relationship with the University of Tennessee. The Vols are in the beginning stages of renovating Neyland Stadium, with future updates including updates to the south side and perimeter of the stadium.

There will also be a Pilot-sponsored Fast Favorites refreshment and snack stand located inside the main stadium entrance at Gate 21.

“Vol fans know better than anyone the magic of Neyland on game day and the feeling of singing Rocky Top in the same stadium where the greatest Vol legends made their name,” UT Knoxville chancellor Donde Plowman said. “Our partnership with Pilot is all about preserving and enriching that experience to make sure fans and their families will continue to make these same kinds of memories for decades to come.”