Tennessee athletic director Danny White has high hopes for the school’s revenue and championship aspirations.

White made an announcement on Thursday in which he laid out a five-year strategic plan for Tennessee to see a boost in revenue and championships for its programs (Via Knoxville News Sentinel):

“You build a brand from the inside out, and this an internal document that we decided for ourselves,” White said. “The level of accountability this places on our organization is enhanced. We’re not hiding behind it. We’re not shying away from it. We want to be highly, highly competitive.”

Tennessee wants to increase the operating budget for athletics from $170 million to $200 million in four years. White noted the relationship between donors and success within programs.

“They are (connected). It would be like worrying how fast the car is without being concerned about how big the engine is,” White said. “The revenue is our engine. For us to be consistently competitive as we want to be, we’d better have the might behind it. And that’s the operating budget and facilities.”

He added that each Tennessee sports program will be expected to win an SEC title at least every 5 years.

White became Tennessee’s athletic director in January 2021. He previously worked as the athletic director at the University of Central Florida.