Neyland Stadium will soon be unrecognisable as the University of Tennessee looks to create year-round revenue.
Ahead of their Week 3 games against Kennesaw State, the school released the first set of renderings showing an entertainment district that will surround the 102,000-seat arena.
It is being built in stages with some areas due to be completed in 2028 and a 24-storey condo-hotel overlooking the iconic 105-year-old building to follow a year later.
The project has been branded 865 Neyland -- The East Tennessee area code of 8-6-5 spells V-O-L on a telephone keypad.
"The launch of the 865 Neyland brand reflects the momentum behind one of the most ambitious mixed-use developments in college athletics,â Taylor Gray, principal of project developer RVX Ventures, said.
âÂÂFrom the beginning, our goal has been to create a destination that authentically captures the culture, passion and energy surrounding Tennessee athletics while delivering an experience that serves the Knoxville community every day of the year.âÂÂ
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The total cost is $280 million with around 100,000 square feet of indoor and outdoor entertainment space.
Restaurants, shops, event space, fan experiences and a rooftop bar above the hotel are all planned.
The aim of the game is year-round use and a plaza featuring a performance stage and 50-foot LED display will be used to host artists and major events.
Projections suggest that 1,300 construction jobs and 450 permanent roles will be created.
Hopes are for 2.5 million annual visitors and $5 billion in economic impact over the next three decades.
Despite the lofty economic promises, fans were not pleased on social media.
"Tennessee athletics cleared $200M in revenue 4 years ago and the first thing they did was raise ticket prices," posted pone on X.
"Perfect spot to grab an $80 beer before the game," added another.
"Exhibit A: College sports have crossed the Rubicon and there's no bridge back," blasted a third.
A fourth complained: "Never going to be able to afford a game again."
NIL changes landscape in college sports
The Volunteers are hopping on the bandwagon as NIL deals ensure that schools with deep pockets are handed a massive advantage.
On the field, Tennessee is 2-0 with over 600 rushing yards piled up to rank 15th in the latest AP Poll, but tougher challenges lie ahead, starting with No. 1 Texas on September 26 after this weekend's meeting with the Owls.
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