Pilot, ex-company of Cleveland Browns owner Jimmy Haslam, to “preserve” naming rights of iconic Tennessee stadium

The University of Tennesee has received a massive boost to the renovation of its Neyland Stadium. Tennessee and Knoxville-based Pilot, the largest network of travel centers in North America, agreed to a 20-year deal that will "preserve and honor" the iconic venue's name.

Pilot used to be owned by Cleveland Browns owner Jimmy Haslam, who sold the company to Warren Buffett’s Berkshire Hathaway in January. Haslam is a former UT alum and has been a known booster for the Vols.

Along with the naming agreement, Tennessee will have on-field logos, as well as the return of the iconic "Home of the Vols" sign.

"As we navigate the changing landscape of college athletics, we are dedicated to building the best athletics department in the country," Vice Chancellor and Director of Athletics Danny 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."

Along with the iconic Home of Vols sign, Pilot's logo and branding will be on each side of the Shields-Watkins field. It will also be part of sponsored content with Tennessee Athletics and the Vol Network.

"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."

The deal is worth millions over 20 years. Meanwhile, Neyland Stadium is undergoing a $337 million renovation project.

All we know about Tennessee's on-field logo deal with Pilot

Pilot will now have logos on the field as part of the deal, while also having its logo near the Home of Vols sign.

Along with the on-field logo deal, Pilot will help fund the new renovation project to Neyland Stadium, which is as follows, according to KnoxNews:

2024

• Full stadium-wide Wi-Fi connectivity
• Stadium kitchen, commissary and loading dock
• New southeast elevators vertically connecting all concourses
• New Gate 4 entry plaza
• More brick cladding around passageways into bowl of stadium
• Renovations, upgrades complete for all stadium skyboxes
• Initial construction for the westside Founders Suites
• New restrooms and concessions on north concourse two

2025

• Expanded south concourse 1, including more restrooms, enhanced concessions, wider concourse
• Completed Founders Suites
• Tee Martin Drive to shift south of the Gate 10 ramp

2026

• Completion of entry plazas

This is the first season the NCAA is allowing commercial sponsor advertisements on football fields.