Danny White, the athletic director for the Vols, supports collective bargaining with athletes.

In an era defined by seismic shifts in college athletics, University of Tennessee Athletic Director Danny White has taken a bold and public stance: he supports collective bargaining with college athletes. In doing so, White becomes one of the highest-profile voices in the Southeastern Conference (SEC) to champion a concept that was, until recently, considered radical in college sports circles.

White’s declaration comes at a critical moment. With the NCAA facing mounting legal challenges, a growing movement for player rights, and the potential classification of athletes as employees, his support for a formalized, structured relationship between schools and athletes signals a turning point—not just for Tennessee, but for the future of the NCAA itself.

In an exclusive interview earlier this month, White didn’t mince words when asked about the current model of college athletics.

“The train has already left the station,” White said. “Whether you like it or not, college athletics is evolving. We either help shape it or get left behind.”

He added: “I’m in favor of collective bargaining. If that’s where this is heading—and it seems inevitable—then let’s sit down with athletes and do it the right way. Let’s give them a voice, give them a seat at the table, and structure this so it’s fair and sustainable for everyone.”

White’s comments mark a stark departure from the traditional stance taken by college administrators, many of whom have resisted efforts to treat athletes as anything other than amateurs. His support puts him in line with progressive forces in the college sports world—ones increasingly calling for unionization, profit-sharing, and employment rights.

White’s comments arrive against the backdrop of increasing legal and financial pressure on the NCAA. In 2024, a federal judge in Pennsylvania allowed a case to proceed that challenges the NCAA’s amateurism model and argues college athletes are employees under the Fair Labor Standards Act. The National Labor Relations Board (NLRB) has also signaled it may view athletes as employees under labor law.

Then there’s the House v. NCAA lawsuit, a case that could force the NCAA and member institutions to pay billions in retroactive damages to athletes who were denied NIL opportunities before 2021. Facing that possibility, some conferences are reportedly considering preemptive settlements, which may include revenue-sharing components.

White’s decision to embrace collective bargaining may be a strategic acknowledgment of these realities. Rather than fight the inevitable, he appears ready to lead through the transition.

While money is certainly a driving force in these discussions, White emphasized that his support for collective bargaining isn’t solely about compensation.

“This isn’t just about paying athletes a salary,” he said. “It’s about providing structure, clarity, and long-term viability. Athletes deserve protection, medical coverage, a voice in decision-making—those are things that should be standardized.”

He pointed to recent chaos in the transfer portal and the NIL marketplace as symptoms of a system lacking structure.

“Right now, you’ve got collectives doing one thing, schools doing another, and the NCAA trying to enforce rules that are outdated and legally vulnerable. It’s not working. Collective bargaining can bring everyone together and create real rules that hold up in court.”

Indeed, the current NIL system is a patchwork of state laws, booster-led collectives, and ad-hoc deals. It’s also a legal minefield. In 2023, the NCAA’s attempt to regulate NIL through guidelines was quickly met with lawsuits from states like Tennessee and Virginia, claiming federal overreach. White’s own university was involved in pushing back against these efforts.

As the AD of one of the SEC’s premier athletic programs, White’s position carries added weight. The SEC generates more revenue than any other conference, and Tennessee—especially in football—ranks among its top earners. With a massive fanbase, high-profile coaches like Josh Heupel, and record-breaking attendance, the Vols have a vested interest in preserving their competitive edge.

Yet, the SEC has been cautious about embracing collective bargaining. Commissioner Greg Sankey has pushed for federal legislation to create a uniform NIL standard, but he’s stopped short of supporting employee status or revenue-sharing with athletes. Most SEC administrators have avoided publicly engaging with the unionization debate, wary of its implications for compliance, costs, and competitive balance.

That makes White’s stance all the more significant.

“Some people are worried about opening Pandora’s box,” White said. “But the box is already open. Let’s be proactive instead of reactive.”

He added that collective bargaining could actually help protect smaller sports and stabilize athletic department budgets by replacing unregulated NIL arms races with negotiated limits and benefits.

Experts say collective bargaining in college athletics would likely involve athletes forming players’ associations, perhaps by sport, school, or conference. These associations could negotiate terms around compensation, healthcare, time demands, and other working conditions.

White said he would favor a hybrid model—not necessarily a full employment relationship, but one that allows athletes to unionize and negotiate rights.

“We need to be creative,” he said. “There are models in Europe, minor league baseball, even G-League Ignite that we can learn from. We don’t have to choose between amateurism and full professionalization. There’s a middle ground.”

He acknowledged there would be complications, such as Title IX implications and tax consequences, but argued those challenges are solvable.

“With the right minds at the table, we can figure it out. We just have to want to.”

At Tennessee, White’s vision could usher in a new chapter in athlete empowerment. The university already has one of the nation’s most active NIL collectives—Spyre Sports Group—and has positioned itself as a leader in NIL innovation.

Under White’s leadership, Tennessee has embraced branding education, expanded athlete media training, and even launched a department dedicated to NIL strategy. If collective bargaining becomes reality, Tennessee appears well-positioned to adapt.

“Danny has always been ahead of the curve,” said former Vols quarterback Hendon Hooker. “He listens to players. He wants us to succeed on and off the field. I’m not surprised he’s backing this.”

White’s proactive approach also has implications for recruiting. As more top athletes weigh NIL offers and long-term support systems, schools that offer structured, player-friendly environments may gain a competitive edge.

“Families want to know their kids are taken care of,” White said. “They want stability, not just money. Collective bargaining could help provide that.”

White’s comments are part of a broader cultural shift within college athletics. For decades, the NCAA clung to the ideal of amateurism, claiming it preserved educational values and competitive balance. But mounting legal losses and societal change have upended that narrative.

Athletes now view themselves as partners, not just participants. They want a voice in scheduling, mental health support, medical coverage, and career development. Many believe they should share in the billions generated by the sports they help power.

White agrees—and believes athletic directors need to accept that reality.

“We have to stop pretending this is 1985,” he said. “These kids are national brands. They’re entrepreneurs. They’re risking their health every game. They deserve to be heard.”

He added: “We talk a lot about character and leadership in sports. Well, here’s our chance to lead.”

One possible obstacle to collective bargaining is the lack of federal legislation. The NCAA has been lobbying Congress for a federal NIL law that would also preempt athlete employment claims. But momentum in Washington has stalled, with lawmakers divided over the path forward.

White said he supports federal involvement—but only if it protects athletes’ rights.

“A good federal law could bring order to the chaos,” he said. “But it has to reflect where we are now, not where we were five years ago. If you’re going to preempt state laws or employee status, you better give athletes something meaningful in return.”

He believes that Congress, schools, and athletes can work together to design a system that preserves college sports’ uniqueness while addressing inequality.

“We’re not trying to turn college football into the NFL,” he said. “We’re just trying to make it fair, sustainable, and respectful of the people who make it all possible—the athletes.”

Danny White’s support for collective bargaining may rattle some in the college sports establishment, but it also represents a new kind of leadership—one rooted in realism, empathy, and innovation.

As lawsuits mount and pressure builds, college athletics stands at a crossroads. The old model is dying. What comes next will depend on the willingness of leaders like White to reimagine the system—not in opposition to athletes, but in partnership with them.

If collective bargaining is indeed the future of college sports, White wants Tennessee—and the SEC—to help shape that future rather than resist it.