Tennessee Volunteers’ game-changing $100 million Adidas deal could spark NIL shift for LSU, Penn State, USC

Tennessee is set to make a major change in its athletic branding — and it’s not just about swapping logos.

Rumored months back, after 12 years with Nike, the Volunteers will return to Adidas once their current deal expires in 2026, according to ESPN’s Chris Low. Tennessee previously partnered with Adidas from 1995 to 2014.

While some Vols fans might prefer the swoosh over the three stripes, this move is less about aesthetics and more about money — specifically, name, image and likeness (NIL).

“NIL was right up there,” athletic director Danny White told Yahoo Sports’ Ross Dellenger. “We are in a very competitive space. It was at the forefront of my mind.”

The school has agreed to a 10-year deal with Adidas that White calls “one of the biggest apparel deals in the history of college sports.” Per Dellenger, Tennessee will receive “at least” $10 million annually in product and cash — more than $100 million total — and the athletes will see a significant share.

In fact, Adidas isn’t waiting for the official start of the partnership next July. The company is already working to strike individual NIL deals with Tennessee athletes this school year and promises “unprecedented NIL opportunities” for UT athletes across all 20 sports once the deal begins.

Tennessee has been at the forefront of creative NIL strategies. Last year, the school added a 10% fee to football tickets to help fund NIL initiatives. Now, they’re breaking new ground again — becoming the first to tie a major brand deal directly to NIL payouts.