Tennessee’s New Mascot Smokey XII Takes His Story to National Morning TV

The University of Tennessee at Knoxville’s newest live mascot, Smokey XII, stepped into the national spotlight this week with an appearance on NBC’s “Today” show, less than a week before he is set to make his first appearance at Neyland Stadium during the Volunteers’ Sept. 5 season opener against Furman.

The two-year-old Bluetick Coonhound is the 12th dog to carry the Smokey name, a mascot tradition that stretches back decades at the SEC school. Notably, he is the first rescue dog to hold the role. He will mark a ceremonial birthday alongside the university on Sept. 10, tying his mascot tenure to the school’s own anniversary celebrations.

For the segment, “Today” traveled to Knoxville, where the show went live with Smokey XII, his handlers, members of the Pride of the Southland Marching Band, cheerleaders and the costumed mascot character that appears alongside the live dog at events. The broadcast followed the hound as he mingled with fans, rehearsed his game-day routine and made a visit to the veterinarian — a behind-the-scenes look at the preparation that goes into one of college sports’ most recognizable mascot jobs.

The appearance served as a promotional run-up to Smokey XII’s stadium debut, where he is expected to lead the team onto the field through the Power T formed by the marching band before the Furman game.

Media Angle

The “Today” segment aired on NBC, part of the media portfolio of Comcast Corporation (CMCSA). Comcast, a media and technology company operating through segments including Media, Studios, Residential Connectivity & Platforms, Business Services Connectivity, and Theme Parks, has seen its shares trade at $26.41, down 0.94% from a previous close of $26.66, with a market capitalization of roughly $94.38 billion. College football mascot features are a staple of fall morning-show programming, offering networks light, broadly appealing sports-adjacent content as the season kicks off.

While the segment itself is a feel-good feature rather than a business story, it underscores how college football traditions continue to draw national media attention in the lead-up to kickoff weekend, when networks compete for audiences around opening games.

What to watch

• Smokey XII’s Neyland Stadium debut at Tennessee’s Sept. 5 season opener against Furman.
• The ceremonial birthday celebration shared with the university on Sept. 10.
• Additional national media appearances featuring the new mascot as the college football season gets underway.

Source: original release