Knoxville, TN (WOKI) The cost of UT football tickets is rising as the sport enters the era of revenue sharing with players.

Tennessee Athletics Director Danny White said future season tickets would come with a 10% talent fee, plus a four and a half percent per-seat increase for a nearly 15 percent price hike for season tickets.

The revenue from the fee is aimed at stemming the cost of increasing talent scholarships and sharing the revenue with athletes. Season ticket renewals begin Thursday, September 19; the university is offering a 10 month payment plan to help spread out the impact of the increased cost.