"You can't spell Butch without UT."
He's been head coach less than 48 hours, but the phrases for University of Tennessee Head Coach Butch Jones are already catching on.
"People have been coming in quoting it. Asking if we're going to do anything with it," said Alumni Hall Manager, Daniel Beeler.
Alumni Hall, a UT merchandise store in Turkey Creek, is embracing the new hire with a welcome sign and sale.
Their window says, "Alumni Hall welcomes bUTch Jones to Knoxville."
"After the whole coaching search, firing the coach, we wanted to give the fans something to be excited about again," said Beeler about the sale.
The store says customers have come in searching for Butch Jones t-shirts and photos.
"It makes you excited. Makes you think you're going to get a good team next year," said fan, Josh Hazelwood of Whitepine.
With such a quick turnaround, they don't have any merchandise on the shelves. Alumni Hall has submitted artwork to UT and are waiting their approval to make orders. They hope to have merchandise available by next week.
While Jones' hire is having an immediate affect on Alumni Hall, businesses on the Strip are preparing for 8 months down the road.
"We'll obviously have to wait and see," said Half Barrel Manager, Neil Reynolds.
Reynolds said the buzz over Jones could be a business boost when football season starts.
"As opposed to having Dooley for another year, it's going to be a positive," Reynolds said. "But If we were going to have John Gruden as our coach that would have been a huge boost. Butch Jones may not be as much, but I think it will be an improvement over this year."
Both businesses are hoping Jones succeeds, because when the Vols win, so do they.