Josh Heupel sees Tennessee’s expanded deal with First Horizon Bank as more than a branding move. To him, it’s part of the financial engine that helps the Vols keep pace in what he called the “new landscape of college athletics.”
First Horizon has been tied to Tennessee Athletics for 34 years as the “Official Bank of the Vols,” and now that relationship is growing again. The Memphis-based company will become the official jersey patch sponsor for Tennessee football, along with volleyball, soccer, track and field, golf, tennis, cross country, swimming and diving, and rowing.
Tennessee is expected to be paid well for putting the First Horizon patch on its uniforms, according to industry sources told GoVols247.
“First Horizon has been a loyal, dedicated local partner in supporting Tennessee Football,” Heupel stated in a UT press release. “We are excited to expand this partnership by wearing a First Horizon jersey patch for many years to come. They will continue to support the future of our program with essential resources in this new landscape of college football.”
The patch will make its debut Saturday, when Tennessee opens the 2026 season against Furman at Neyland Stadium.
Danny White said the partnership has already stood the test of time and that the expanded arrangement gives Tennessee another tool in a changing sport.
“For more than 30 years, First Horizon has been an indispensable partner to Tennessee Athletics, and we are proud to extend this remarkable collaboration,” Tennessee Vice Chancellor and Director of Athletics Danny White said. “In this dynamic era of college athletics, we are confident in First Horizon's ability to provide the resources and leadership needed to keep our programs competitive while safeguarding the integrity of our brand and uniforms. The First Horizon name is synonymous with excellence, vision, and a commitment to progress, values that mirror those of Tennessee Athletics.”
The agreement also gives First Horizon naming rights to two premium spaces, the First Horizon West Club in Neyland Stadium and the First Horizon MVP Club in Lindsey Nelson Stadium.
UT said the relationship goes well beyond a standard sponsorship. In its release, the school said the partnership will give student-athletes “unique opportunities to build their personal brands, expand professional networks, and gain hands-on experience in marketing and business development.”
The First Horizon announcement is Tennessee’s second sponsorship deal in the last month. On Aug. 18, the school said Knoxville-based Axle Logistics would serve as the jersey patch partner for its basketball teams in a five-year agreement that averages more than $3 million annually.
Axle Logistics is a non-asset based, third-party logistics company that provides Truckload, LTL, Intermodal, and Warehousing services across the continental U.S., Canada, and Mexico. The company is also one of the largest employers of UT graduates.
The men’s basketball team will wear the Axle Logistics patch for the first time on Oct. 15, when it hosts Xavier in an exhibition at Food City Center. The Lady Vols will debut their patch in an exhibition against Florida A&M.
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