The 2023 Holiday Bowl between the Tennessee Volunteers and the Iowa Hawkeyes, held in San Diego on December 27, became one of the most talked-about college football bowl games for reasons that had little to do with the on-field action. While the game itself had its share of dramatic moments, the real story of the night came from the broadcast booth, where the announcers made waves for throwing major shade at the Tennessee Vols. The comments, which quickly went viral, have sparked a debate about the role of broadcasters in college football and whether their personal biases should influence the broadcast.
The Context: Tennessee’s 2023 Season
The Tennessee Volunteers entered the 2023 season with high expectations, having finished 2022 with an 11-2 record and a prominent New Year’s Six bowl win. After a year of offensive brilliance, led by quarterback Hendon Hooker and head coach Josh Heupel’s high-powered offense, Tennessee was expected to be a contender for the SEC title and a potential College Football Playoff spot in 2023.
However, the Vols’ season didn’t unfold as planned. While they finished with a respectable 8-4 record, a late-season loss to Missouri and a blowout defeat at the hands of Georgia derailed their aspirations for a top-tier bowl game. Tennessee’s offense, which had been one of the nation’s most explosive in 2022, appeared inconsistent at times. Quarterback Joe Milton, who stepped in after Hooker’s departure to the NFL, struggled with accuracy and consistency, leading to mixed results.
As a result, the Volunteers found themselves in the Holiday Bowl—often considered a consolation prize for teams that fall just short of higher-profile bowl games. The game against Iowa, a team known for its suffocating defense and offensive struggles, was billed as an opportunity for Tennessee to finish the season on a positive note and prove they could contend with a physical team like the Hawkeyes. However, the pre-game hype surrounding the game soon took a backseat to the drama that unfolded during the broadcast.
The Viral Moment
It all started during the first half of the Holiday Bowl broadcast when the announcers, who were tasked with calling the game for a national audience, began to take subtle—yet undeniably pointed—shots at Tennessee. The comments started innocuously enough, with the broadcasters discussing the state of both teams’ seasons. However, as the conversation shifted to Tennessee’s perceived underachievement relative to its preseason expectations, the tone of the broadcast shifted as well.
In a moment that quickly went viral, one of the announcers remarked, “Tennessee is here in the Holiday Bowl, a far cry from where they thought they’d be when the season began. It’s a real reminder of how high expectations can lead to major disappointments.” The other announcer chimed in with a sarcastic tone, saying, “Well, when you lose to the likes of Missouri and get blown out by Georgia, it’s no surprise they’re here in San Diego and not in the Playoff.”
The jabs didn’t stop there. As the game went on, the announcers continued to poke fun at Tennessee’s 2023 season. They pointed out how the Vols were facing an Iowa team that had struggled offensively all season but still managed to stifle Tennessee’s offense, drawing attention to how Tennessee’s struggles had continued into the bowl game. One commentator even suggested that Iowa’s defense, known for its strength but lack of star power, was “shutting down Tennessee’s so-called high-powered offense” in ways that “no one had anticipated.” The announcers then sarcastically praised the Vols’ “dynamic offense” in a manner that made their disdain for Tennessee’s season palpable.
The remark that truly sent social media into a frenzy came after a crucial turnover by Tennessee in the third quarter. After a failed offensive drive, one announcer quipped, “Maybe this is where Tennessee should have been all along—playing in a bowl where expectations are lower and they can actually handle the pressure.”
The Reaction
The broadcast’s critical tone toward Tennessee sparked immediate backlash, particularly from Vols fans and college football purists. Social media platforms erupted with outrage, with many fans accusing the announcers of lacking professionalism and showing blatant bias. #ShadeAtTennessee began trending, with fans posting clips of the announcers’ jabs and sharing their discontent.
Critics argued that the broadcast should have been more neutral and focused on providing analysis of the game itself, rather than leaning into passive-aggressive commentary about Tennessee’s disappointing season. Tennessee fans were especially vocal, pointing out that while the Vols had certainly underperformed relative to their preseason hype, they were still a team with a lot of talent and potential for the future. Many questioned why the broadcasters would feel the need to remind the world of Tennessee’s struggles when their focus should have been on calling the game in an engaging and balanced manner.
Even some neutral college football fans were taken aback by the announcers’ apparent lack of objectivity. For viewers who tuned in hoping to enjoy a competitive and well-called game, the constant sarcasm and negativity toward Tennessee was off-putting.
The announcers’ comments quickly became a talking point in college football media circles, with outlets picking up on the viral moment and offering their own takes. Many were surprised that the broadcasters allowed their personal opinions to color the tone of their analysis, especially given that bowl games are supposed to showcase the best of college football—rather than serve as a platform for media members to air grievances about teams they perceive as underachievers.
Did the Announcers Cross the Line?
The bigger question following this viral moment is whether the announcers crossed a professional line. While sports broadcasters are often tasked with offering analysis and context about teams, their job is ultimately to provide a fair and balanced account of the action on the field. When their commentary veers into overt negativity or bias, it risks undermining the integrity of the broadcast and alienating fans of the team being criticized.
In this case, the announcers’ comments about Tennessee went beyond simple game analysis and veered into personal commentary that seemed to ridicule the Volunteers. Given that Tennessee still had a strong fanbase and was playing in a nationally televised bowl game, it’s understandable that many felt the remarks were inappropriate and unprofessional.
That being said, the Tennessee program is no stranger to scrutiny. The Vols have been one of the more inconsistent teams in the SEC over the last decade, with high expectations often followed by disappointing seasons. However, Tennessee fans would argue that after the program’s resurgence under Josh Heupel, this kind of criticism feels unwarranted—especially coming from broadcasters with little connection to the team’s actual performance on the field.
Conclusion
The Holiday Bowl between Tennessee and Iowa may have been one of the most memorable bowl games of the 2023 season, but not for the reasons anyone anticipated. Instead of focusing solely on the action on the field, the broadcast became a flashpoint for controversy after the announcers’ viral remarks about Tennessee. While these jabs may have been intended as lighthearted commentary, they struck a nerve with fans and sparked a broader conversation about fairness, professionalism, and objectivity in sports media. As college football continues to evolve, it remains to be seen whether broadcasters will be more mindful of how their words can shape public perception—especially when it comes to a team like Tennessee, which is clearly in the midst of a promising rebuilding phase.