BIG ORANGE BROADCAST BOOST: Tennessee Volunteers Name WSMV 4, WVLT, and WMC Official TV Stations in Historic Partnership
The University of Tennessee Volunteers have entered into a groundbreaking media partnership that marks a new era in collegiate sports broadcasting. Announced today, the “Big Orange Broadcast Boost” initiative names three powerhouse stations—WSMV 4 in Nashville, WVLT in Knoxville, and WMC in Memphis—as the official television broadcast partners of Tennessee Athletics. This historic collaboration represents a strategic alignment that significantly expands the reach and accessibility of Volunteer sports content across the state of Tennessee and into surrounding regions.
This bold move reflects the University of Tennessee’s ambition to elevate its brand and presence across the Southeastern United States while deepening its engagement with fans, alumni, and student-athletes. The partnership, unprecedented in scope, will deliver more extensive coverage of football, basketball, baseball, softball, and Olympic sports. It includes exclusive content, behind-the-scenes features, weekly coaches’ shows, game day previews, and special programming dedicated to the traditions, student-athletes, and fan experience that define the Big Orange Nation.
At the core of this partnership is a renewed focus on storytelling. Each station will bring its own regional flavor and production strengths to highlight the narratives behind the scores—the athletes’ journeys, the coaches’ philosophies, and the community impact of Tennessee Athletics. Through long-form documentaries, interviews, and feature segments, fans will gain unparalleled access to the people who make the Tennessee Volunteers one of the most storied programs in college athletics.
WSMV 4 in Nashville, owned by Gray Television, is one of the state’s most-watched news stations and has long been a central media voice in Middle Tennessee. Its deep ties to the Nashville sports community, along with its extensive production resources, make it an ideal flagship partner. The station will not only broadcast live and recorded Volunteer content, but will also play a key role in shaping the visual identity of the Big Orange Broadcast brand across digital and linear platforms.
WVLT, also owned by Gray Television, is based in Knoxville, the heart of Volunteer country. As the local station closest to campus, WVLT already has a strong history of covering UT sports. This new agreement formalizes and deepens that relationship, allowing the station to become a vital conduit for behind-the-scenes access and breaking news. WVLT will host a series of weekly Tennessee Athletics shows including a new flagship coaches’ program that gives fans insights directly from the UT Athletics staff and student-athletes. WVLT’s proximity to the university also makes it a crucial partner for live press conferences, pre- and post-game analysis, and real-time fan engagement.
In Memphis, WMC will serve as the anchor for Big Orange fans in West Tennessee. Known as Action News 5, WMC is one of the most trusted news outlets in the region and has a long tradition of sports journalism excellence. The station’s participation in this partnership ensures that Volunteer sports content reaches Memphis’s diverse and passionate fan base. WMC’s broadcast schedule will include simulcast programming shared with WSMV and WVLT, as well as locally produced content that reflects the unique sports culture of Memphis.
Collectively, the partnership between these three stations gives Tennessee Athletics an unprecedented broadcast footprint across all major population centers in the state. By aligning with Gray Television and its affiliates, the university gains access to a vertically integrated media network that is nimble, innovative, and capable of delivering content across traditional television, mobile, and streaming platforms.
Athletic Director Danny White emphasized the significance of this collaboration during the official announcement, noting that the goal is to bring Tennessee fans closer to the action than ever before. He described the partnership as “a major leap forward in how we deliver Tennessee Athletics to our fans and alumni across the state. With WSMV, WVLT, and WMC on board, we are redefining what it means to be connected to the Big Orange. This is more than a broadcast agreement—it’s a platform to share our story, our culture, and our relentless pursuit of excellence.”
The multi-year agreement also includes provisions for expanded coverage of women’s sports, a move that aligns with Tennessee’s ongoing commitment to gender equity and the legacy of legendary Lady Vols coach Pat Summitt. Each station will commit dedicated airtime and resources to covering women’s athletics across the board, ensuring that these programs receive the visibility and recognition they deserve. Fans can expect to see in-depth coverage of Lady Vols basketball, volleyball, soccer, softball, and other NCAA sports, offering a well-rounded perspective on the full scope of Volunteer Athletics.
The partnership arrives at a pivotal time for Tennessee, which has seen a resurgence in football under head coach Josh Heupel, strong recruiting classes across multiple sports, and increasing national visibility through its performance on the field and in the classroom. By formalizing relationships with three of the most influential TV stations in Tennessee, the university is positioning itself for sustained media relevance and fan engagement in an increasingly competitive broadcast landscape.
This partnership also includes extensive digital extensions. Each of the partner stations will maintain a dedicated Tennessee Athletics section on their respective websites and mobile apps, featuring exclusive content, live-streamed events, interviews, and highlight packages. These digital offerings will allow fans to engage with content on demand, at their convenience, from anywhere in the world. The use of social media platforms will also be amplified, with coordinated campaigns across station and university channels to create interactive fan experiences and real-time community engagement.
The enhanced television visibility is expected to have a ripple effect on recruiting, brand loyalty, and the economic impact of Volunteer Athletics. Coaches across all programs will benefit from being able to tell their stories on a broader stage. Recruits and their families can now access high-quality footage and in-depth features no matter where they live in the state or country. And for alumni and fans—many of whom reside outside Knoxville—this expanded media reach provides a stronger and more consistent connection to their alma mater.
Moreover, the partnership presents new opportunities for corporate sponsors and university supporters to reach wider audiences through integrated media buys, co-branded content, and event-based marketing. With broadcast exposure comes the chance to create more synergistic relationships between the university and its many commercial partners. These business relationships are critical to supporting Tennessee Athletics’ ambitions for long-term success and national competitiveness.
From a production standpoint, the collaboration among WSMV, WVLT, and WMC will create new jobs, internships, and hands-on opportunities for students interested in media, journalism, and sports broadcasting. The stations are expected to work closely with the University of Tennessee’s communications, journalism, and sports management programs to foster experiential learning. These educational components reflect the university’s dual mission of athletic and academic excellence.
This initiative is not just about viewership numbers or Nielsen ratings. It’s about cultural resonance—about embedding Tennessee Athletics into the daily lives of Tennesseans in a more meaningful, consistent way. The Big Orange Broadcast Boost creates a unified media voice that will amplify the traditions, triumphs, and tenacity that define the University of Tennessee. It allows the state’s flagship institution to take control of its narrative in a media environment that is increasingly fragmented and competitive.
The timing of this move is also strategically aligned with broader trends in college athletics. As media rights become more central to athletic department budgets, schools that control their storytelling will have a significant competitive advantage. Tennessee’s decision to partner with local TV stations that have both reach and credibility ensures that its content remains front and center—even as national sports media becomes more focused on top-tier matchups and playoff contenders. With this agreement, Tennessee is investing in the long game—one that values deep-rooted community connections over fleeting national attention.
In short, the Big Orange Broadcast Boost represents a transformative moment in the relationship between Tennessee Athletics and the communities it serves. With WSMV, WVLT, and WMC as partners, the Volunteers are establishing a dynamic new chapter that honors the program’s storied past while embracing a future full of innovation, inclusion, and shared pride. It’s a partnership built on trust, vision, and a mutual love for the game—and it’s a win for Tennessee fans everywhere.
