Tennessee’s New Mascot Smokey XII Steps Into the National Spotlight on NBC’s ‘Today’

The University of Tennessee at Knoxville’s newest live mascot, Smokey XII, made his national television debut Friday morning on NBC’s “Today,” just one day before his first appearance at Neyland Stadium for the Volunteers’ season opener against Furman on Sept. 5.

The two-year-old Bluetick Coonhound is the 12th in a line of Smokeys dating back decades, and he carries a distinction none of his 11 predecessors could claim: he is the first rescue dog to serve as the university’s mascot. His ceremonial birthday falls on Sept. 10, which he will share with the university itself.

For the segment, the “Today” show traveled to Knoxville, where Smokey XII appeared alongside his handlers, members of the Pride of the Southland Marching Band, cheerleaders, and his costumed mascot counterpart. The feature showed the dog mingling with fans, rehearsing his game-day routine, and making a visit to the veterinarian.

On Saturday, Smokey XII is expected to take on the role familiar to Tennessee fans — leading the team onto the field through the Power T formed by the marching band before the Furman game.

Media Context

College football mascots have long been a staple of broadcast sports coverage, and national morning-show features like this one extend that exposure beyond game broadcasts into lifestyle programming. NBC’s “Today” is produced by NBC News, part of the NBCUniversal media portfolio owned by Comcast Corporation (CMCSA). Comcast, a Communication Services sector company in the Telecom Services industry, saw shares trade at $26.41 on Friday, down 0.94% from a previous close of $26.66, valuing the company at roughly $94.4 billion.

For the university, a national segment spotlighting a new mascot serves as a soft brand push ahead of a football season kickoff, arriving at a moment when college athletics programs increasingly leverage media appearances to reach alumni and recruits nationwide.

Smokey XII’s rescue background has already drawn attention in Knoxville coverage, adding a narrative hook to the traditional handoff between mascot generations.

What to watch

• Smokey XII’s on-field debut at Neyland Stadium during the Sept. 5 season opener against Furman.
• His ceremonial birthday observance alongside the university on Sept. 10.
• Possible follow-up media appearances as the football season progresses.
• NBC parent Comcast‘s next quarterly earnings report for broader media-segment performance context.

Source: original release