The NCAA has approved on-field advertising in football. Will Tennessee use it in 2024?

The NCAA's latest decision could lead to some big changes on college football fields across the country.

The organization announced on Thursday that commercial sponsor advertising will be allowed on football fields during regular season games starting next season.

The displays can be placed in three locations on the field: “A single display in the center of the 50-yard line is permitted, in addition to no more than two smaller flanking displays at other locations on the field. This can be done on a game-by-game or season-wide basis.”

“This change allows schools to generate additional revenue to support student-athletes,” NCAA President Charlie Baker said in a statement Thursday. “I am pleased that we were able to find flexibility in our rules to make this possible for member schools.”

While this move will certainly upset some fans, it honestly seems like a long overdue move that the NCAA could have made years ago with the money it would generate. College football fields already have advertising space all over them, including on the scoreboard, on the field walls, on the game programs, and at the concession stands. So why not take it a step further and visit the field?

The American sports of basketball, football and baseball do not do jersey advertising to the same extent as soccer teams in the U.S. or abroad, but there has been an increase in the use of smaller jersey advertising in recent seasons. The NBA introduced a patch sponsorship before the 2017 season, while the MLB did the same before the 2023 season. The MLS, on the other hand, has used full-jersey advertising since 2007.

Advertising is present on other sports surfaces as well, and it doesn't seem like many people are upset about it. If you watch the Knoxville Super Regional this weekend, you may see advertising on a video board behind home plate. The SEC even used a promotional graphic behind home plate during the SEC Tournament.

If you're watching the NBA playoffs this year, you've probably seen ads in the corners of the courts. While this decision is causing controversy, it's not unprecedented in the sports world.

More from RTI: Buckle up, the full schedule for the 2024 College Football Playoffs is officially set

Will Tennessee capitalize on this trend this season at Shields-Watkins Field?

It's hard to say, of course, considering the announcement was made less than 24 hours before this post, but athletic director Danny White and his team recently made a big move that makes it seem possible Tennessee could make that move as well.

On August 23, 2023, Tennessee announced a 10-year partnership with Food City for the naming rights of Tennessee's basketball arena, formerly known as Thompson-Boling Arena. The Vols' arena is now known as Thompson-Boling Arena at Food City Center, with some fans embracing the new name early on and others sticking with the familiar acronym “TBA.”

The 10-year naming rights deal was obviously a big win for Tennessee and will allow for several stadium improvements over the next few seasons, including new club facilities, a state-of-the-art video board and new exterior improvements. Tennessee officially installed the “Thompson-Boling Arena at Food City Center” sign on the outside of the arena on April 18, 2024.

It is unclear whether or not Tennessee will use this new on-field advertising in the 2024 season, or whether it will be adopted in future seasons once some details are worked out.

But regardless, it's now on the table following the NCAA's announcement on Thursday, so it's definitely something to keep an eye on.