Nashville’s WSMV 4 and sister stations WVLT and WMC have been named the Tennessee Volunteers’ official television stations, which is big news for Vols fans this morning. By means of the partnership
By means of the partnership between Nashville’s WSMV 4, Knoxville’s WVLT, and Memphis’ WMC, the Tennessee Volunteers have secured a powerful and comprehensive broadcast arrangement that places them squarely in front of their fans across the entire state of Tennessee. The announcement that these Gray Television-owned stations have been named the official television partners of the Tennessee Volunteers is not just significant for sports broadcasting—it’s a landmark development for fan engagement, regional pride, and the visibility of collegiate athletics in Tennessee.
For years, the Tennessee Volunteers have enjoyed an enthusiastic and deeply loyal fanbase stretching from the Smoky Mountains in the east to the Mississippi River in the west. With Tennessee being such a long state geographically, ensuring consistent media coverage and access to Vols content has always been a challenge. The newly announced partnership dramatically changes that equation by aligning three of the state’s most prominent local stations under one media umbrella. With WSMV 4 in Nashville, WVLT in Knoxville, and WMC in Memphis, the Vols now have a unified media presence spanning Tennessee’s three Grand Divisions. This reach is unmatched, and the impact will be immediate.
From a programming standpoint, the partnership is expected to bring a wide range of exclusive content to fans. This includes pre-game and post-game shows, weekly coach’s shows, special features on athletes, and behind-the-scenes access to one of the most storied athletic programs in the Southeastern Conference (SEC). Each of these Gray Television stations will have access to exclusive interviews, game highlights, practice footage, and more, all of which will be packaged in compelling formats designed to connect with fans on a deeper level. This isn’t just about more coverage—it’s about smarter, more immersive coverage that tells the story of Tennessee athletics in real time.
WSMV 4, the NBC affiliate in Nashville, holds a key position in this arrangement due to its location in the state’s capital and largest media market. Nashville is a critical hub for University of Tennessee alumni, students, and fans, many of whom reside in Middle Tennessee but still maintain strong ties to their alma mater or favorite college team. With WSMV 4 now an official Vols station, the network can leverage its large viewership and strong local reporting team to deliver UT content to a hungry audience. This means that on any given weekday or game day weekend, Vols news can make its way into living rooms, smartphones, and desktops with an immediacy and quality that hasn’t previously been available outside of Knoxville.
Meanwhile, WVLT in Knoxville continues to serve as a central nerve center for Tennessee athletics coverage. As the closest major affiliate to the University of Tennessee’s flagship campus, WVLT has long been a trusted source for in-depth coverage. The station’s sports reporters are often embedded with the team and have built strong relationships with players, coaches, and athletic department personnel. The new partnership does not so much change WVLT’s role as expand its reach and content-sharing capabilities. Now, stories produced by WVLT can be syndicated and broadcast across the state, allowing a Vols fan in Memphis or Nashville to see the same depth of reporting that was once confined to the Knoxville area.
For WMC in Memphis, this partnership is equally significant. Historically, fans in West Tennessee have sometimes been underserved when it comes to consistent Vols coverage. While Memphis has its own rich sports tradition with the University of Memphis Tigers, there remains a substantial contingent of Vols supporters in the region. WMC’s involvement ensures that those fans will now have front-row access to Tennessee athletics on a scale never before offered. This matters not only for fans but also for recruits, as a visible and vibrant media presence can help build the brand of Tennessee athletics in new territories.
The agreement between the University of Tennessee and Gray Television goes beyond traditional game day broadcasts. It also represents a strategic alignment of values and missions. Both the university and Gray have a strong focus on community engagement, storytelling, and public trust. The partnership will include community-focused programming, public service announcements, and educational segments that highlight student-athletes’ achievements off the field. This adds a human element to the sports coverage, reminding viewers that these athletes are students first and part of a larger university ecosystem dedicated to academic excellence and service.
The timing of the deal is also significant. College athletics is undergoing rapid transformation, particularly in terms of media rights, Name-Image-Likeness (NIL) deals, and fan access to digital content. In a media environment where streaming platforms are reshaping how viewers consume sports, the role of local television remains vital, especially in regions where community ties and local identity remain strong. By partnering with local stations that are deeply embedded in their respective communities, Tennessee athletics is doubling down on its commitment to fan accessibility. Whether it’s a grandmother in Johnson City or a student in Clarksville, they will now have a direct line to Vols athletics like never before.
Importantly, the partnership is expected to bolster recruiting efforts by further elevating the Vols brand throughout the state and neighboring regions. In the hyper-competitive world of SEC athletics, visibility matters. The ability for a high school athlete in Jackson, Tennessee, or even in northern Mississippi or southern Kentucky, to consistently see Vols content on TV might influence their perception of the program. It also provides a platform for high school coaches and local communities to feel more connected to UT athletics, which can translate into stronger relationships and increased recruiting pipelines.
From the business side, this partnership reflects the growing recognition that sports and local media can be mutually beneficial partners in an era of fragmented attention. For Gray Television, aligning with one of the state’s most recognizable and beloved sports programs enhances its viewership potential, especially during high-traffic times like football Saturdays and March Madness. It also provides opportunities for cross-promotional content and special event coverage. Advertisers, too, will benefit from this arrangement, as they can now target a statewide audience united by their love for the Tennessee Volunteers. Whether promoting local businesses or regional brands, the Vols content delivered through Gray stations offers a high-impact advertising vehicle.
Fans can also expect enhanced digital offerings as part of the collaboration. Each of the partner stations will integrate Tennessee sports content into their websites and apps, allowing for on-demand access to highlights, replays, and special segments. Social media platforms will also play a key role, with short-form video content, athlete takeovers, and real-time updates that cater to younger audiences and mobile-first viewers. This is a critical component in building a media ecosystem that serves every kind of fan—from the diehard season ticket holder to the casual viewer checking scores on their phone.
In terms of game day atmosphere, the partnership could also translate to expanded coverage of fan traditions, tailgating, student life, and the broader gameday experience. Special segments highlighting the Pride of the Southland Band, Vol Navy, and longstanding Knoxville traditions can now be shared across the entire state. This helps foster a sense of shared culture among UT fans, regardless of where they live. It also reinforces the idea that being a Vol is about more than just what happens between the lines—it’s about community, history, and a collective identity.
There is also speculation that the increased exposure could lead to expanded coverage of other Tennessee sports beyond football and men’s basketball. The Lady Vols, one of the most iconic programs in women’s sports, stand to gain significantly from greater statewide visibility. Likewise, baseball, softball, track and field, and other Olympic sports could see a rise in coverage that brings attention to athletes who work just as hard but often don’t get the same media spotlight. This broad-based approach to coverage aligns with modern values of inclusivity and recognition for all athletes, not just those in revenue-generating sports.
Athletic Director Danny White has emphasized in previous interviews the importance of building a “total brand” at the University of Tennessee, one that reflects both athletic and academic excellence. This partnership is a powerful move in that direction. By leveraging the strength of Gray Television’s statewide network, UT is taking control of its narrative and ensuring that its brand is not just seen, but experienced—consistently and authentically—across every part of Tennessee.
In the end, this partnership is more than a media deal. It’s a statement of intent. It signals that the University of Tennessee is serious about expanding its reach, connecting with its fans, and embracing the future of college sports media. It recognizes that today’s fans demand more than just scores and stats—they want access, personality, and context. With this new television partnership, they’re going to get all of that and more. From the mountains of East Tennessee to the riverbanks of Memphis, the roar of “Go Vols!” will now echo louder and clearer than ever before—broadcast live, in-depth, and directly into homes across the Volunteer State.
