I heard similar, but it was to pay for NIL, not the coach. Per Brett McMurphy: "Tennessee will add a 10% “talent fee” on all football tickets, starting next season. This fee will go to the players, helping fund the proposed revenue share w/the players. UT estimates per-seat price increase averaging 4.5% for entire stadium"I heard on my local sports station here in Seattle this morning that Tennessee has announced that they're raising the price of admission to their home games in order to pay for the coaches salary. Well, at least they're honest about it.