The University of Tennessee has known only one primary partner in handling its vast media-rights package. Host Communications hopes to keep it that way.

Host won the first contract UT awarded in 1989. The Lexington, Ky.,-based media conglomerate has run the Vol Network and much of UT's various other media concerns ever since.

While three rivals hope to uproot Host when the Vols' new media-rights contract is announced next month, it won't be easy.

In the past two years, Host successfully negotiated 10-year extensions of two of its prime clients, the universities of Texas and Kentucky. Holding on to the Vols is more than just a business agenda, said Steve Early, Host's general manager in Knoxville.

"We're the keepers of the flame,'' Early said, "and there's a real sense of responsibility to that.

"I view us as a local company. Every single one of our people are Tennessee people and our bloodlines run back all the way to 1949.''

That's when Edwin Huster Sr. and Gen. Robert Neyland conceived the Vol Network. Edwin Huster Jr. and John Ward expanded the product and Huster Jr., who was general manager when Host took over in 1989, ran the network until his death in 2004.

"We've played a role in this being the desirable entity it is today,'' Early said.

Which UT acknowledges.

"As you go through the business part of the deal, you try to be as fair as you can,'' said Chris Fuller, UT's athletic marketing director, "and you try to be as objective as you can.

"But no one is going to be able to totally remove the emotional element from it.''

As to the business element, Host paid UT $3.54 million in 2004-05.

That breaks down to $2.44 million as the contracted guarantee and $1.1 million in revenue sharing above the guarantee.

The guarantee for 2006-07, the final year of the contract, increases to $2.576 million.

Host's oversight includes statewide radio and television networks, official game-day publications, stadium and area signage, Internet advertising, home entertainment and other marketing and promotional activities.

Host produces the various coaches' shows and other programming such as VolCalls.

Alcoa-based Action Sports Media got a piece of the pie in 1999, with video board rights at Neyland Stadium and Thompson-Boling Arena.

UT's revenue from that venture has been limited because of expensive upgrades.

The UTAD Sales and Marketing Office has retained a number of contracts with sponsors such as adidas, Coca Cola and Verizon.

Projecting a value for the new contract is complicated by ever-expanding technology fronts.

"You have to try to predict the future,'' said Early.

Bottom line, the stakes are high and the current bid process is a tense scenario for all involved.

"We've had more competition than ever before and I think that's been flattering to the university,'' Early said.

"Competition never hurts anybody. We're proud of our relationship and our intent is to keep that going. But we're not complacent.''

Mike Strange may be reached at 865-342-6276.