As if Bammers need a reason for this? Maybe you don't get the rivalry?
Clay Travis is the best nationwide "media" spokesperson for Tennessee in the country. He is correct in pretty much everything he says. He's quick witted and clearly talented. His books speak for themselves and what he's accomplished in a short period of time from the days of DeadlyHippos and doing UT game blogs until now being known all across the country for what he's accomplished.
There is a reason that most Vols fans love the guy. Ironic enough that he's similar to Lane Kiffin in the media world with how without doing much at all he's become the enemy of SEC rival fans in particular. It's a love/hate from everyone else.
When is the last time Tennessee gets publicity from a FAN who gets paid to write his opinion? And everyone in the country knows about it. All of the "big shot" writers, ESPN shows, and most everyone else talks about him. He speaks the truth and doesn't make a fool of himself.