Tennessee announced on Tuesday that it had entered into a “transformative” partnership with travel center giant Pilot that makes the Knoxville-based company the presenting partner of the Neyland Stadium renovation project.

The deal will be for up to 20 years with the possibility of extensions, the school said in a release. Pilot will receive prominent signage throughout the stadium, including on the field — making UT one of the first schools to officially adopt on-field corporate sponsor logos.

While it is a branding deal with another corporate entity, the historic names of Neyland Stadium and Shields-Watkins Field will remain unchanged.

“(Renaming Neyland Stadium) was never on the table,” UT athletics director Danny White told Knox News. “We were going to be smart and good stewards of that history.”

Pilot CEO Adam Wright also told Knox News the company believed it would be “brand detracting” for them to replace Neyland Stadium. Home to more than 100,000 screaming fans on Saturdays in the fall, Neyland Stadium is one of the most iconic venues in all of sports. Preserving that iconography was important to all parties involved.

If there was a company for UT to partner with on this new frontier, there weren’t many better options than Pilot. Jimmy Haslam, a Tennessee alum, is the former CEO of the company and a longtime supporter of Volunteers athletics.

Financial details were not disclosed, but Pilot is believed to be helping fund the ongoing $337 million renovation of Neyland Stadium. New signage on the east side of the stadium will read “Home of the Vols” and display the Pilot logo.

“As we navigate the changing landscape of college athletics, we are dedicated to building the best athletics department in the country,” White said in a release. “Because we were committed to preserving the name of Neyland Stadium, finding a partner who shared this vision was essential. With deep roots here in Knoxville, Pilot recognizes the significance of Neyland and the importance of tradition to our fans and the university. Our focus continues to preserve and honor our storied past while modernizing to ensure we lead the way in college sports.”

Tennessee, along with the rest of its Power conference peers, will soon be able to share up to $21 million in revenue directly with student-athletes as a result of the House v. NCAA settlement. As a result of that settlement, discussions have started taking place across the country about new ways to drive revenue into athletic departments.

On-field logos — which the NCAA made permissible earlier this summer — have been discussed. Uniform patches — like the ones worn by NBA teams — have been talked about. Last week, FIU announced it had sold the naming rights to its football stadium to Grammy-winning musician Pitbull.

This is the new world of college athletics, a post-settlement world.