diff --git a/lib/rules/template-no-template-lint-directives.js b/lib/rules/template-no-template-lint-directives.js
index 168efc52b9..041e6d9cea 100644
--- a/lib/rules/template-no-template-lint-directives.js
+++ b/lib/rules/template-no-template-lint-directives.js
@@ -69,6 +69,21 @@ module.exports = {
   },
 };
 
+// ember-template-lint accepts quoted rule names in its directives and strips
+// the quotes before matching, so `{{! template-lint-disable "no-log" }}` is a
+// live directive. Mirror its `unquote` exactly: strip only when the first and
+// last character are the same quote character.
+function unquote(name) {
+  if (name.length < 3) {
+    return name;
+  }
+  const first = name[0];
+  if (first === name.at(-1) && (first === '"' || first === "'")) {
+    return name.slice(1, -1);
+  }
+  return name;
+}
+
 function convertComment(rawComment) {
   const match = rawComment.match(DIRECTIVE_COMMENT);
   if (!match) {
@@ -82,7 +97,7 @@ function convertComment(rawComment) {
     .trim()
     .split(/\s+/)
     .filter(Boolean)
-    .map((r) => `ember/template-${r}`)
+    .map((r) => `ember/template-${unquote(r)}`)
     .join(', ');
   const body = rules ? `eslint-${action} ${rules}` : `eslint-${action}`;
   // Emit symmetric markers regardless of what the source did.
diff --git a/tests/lib/rules/template-no-template-lint-directives.js b/tests/lib/rules/template-no-template-lint-directives.js
index 163902d6d9..51b3626beb 100644
--- a/tests/lib/rules/template-no-template-lint-directives.js
+++ b/tests/lib/rules/template-no-template-lint-directives.js
@@ -44,6 +44,37 @@ ruleTester.run('template-no-template-lint-directives', rule, {
       output: '<template>{{! eslint-enable ember/template-no-log }}{{log "x"}}</template>',
       errors: [{ messageId: 'convert' }],
     },
+    // ember-template-lint unquotes each rule name (single or double quotes),
+    // so quoted names are live directives in migrating codebases and must
+    // convert to bare eslint rule names.
+    {
+      code: '<template>{{! template-lint-disable "no-log" }}{{log "x"}}</template>',
+      output: '<template>{{! eslint-disable ember/template-no-log }}{{log "x"}}</template>',
+      errors: [{ messageId: 'convert' }],
+    },
+    {
+      code: '<template>{{! template-lint-disable \'no-log\' }}{{log "x"}}</template>',
+      output: '<template>{{! eslint-disable ember/template-no-log }}{{log "x"}}</template>',
+      errors: [{ messageId: 'convert' }],
+    },
+    {
+      code: '<template>{{! template-lint-disable "no-log" no-debugger }}{{log "x"}}</template>',
+      output:
+        '<template>{{! eslint-disable ember/template-no-log, ember/template-no-debugger }}{{log "x"}}</template>',
+      errors: [{ messageId: 'convert' }],
+    },
+    {
+      code: '<template>{{! template-lint-enable "no-log" }}{{log "x"}}</template>',
+      output: '<template>{{! eslint-enable ember/template-no-log }}{{log "x"}}</template>',
+      errors: [{ messageId: 'convert' }],
+    },
+    // Mismatched or lone quotes are not a quoted name — upstream's unquote
+    // only strips when the first and last character are the same quote.
+    {
+      code: '<template>{{! template-lint-disable "no-log\' }}{{log "x"}}</template>',
+      output: '<template>{{! eslint-disable ember/template-"no-log\' }}{{log "x"}}</template>',
+      errors: [{ messageId: 'convert' }],
+    },
     // Directive inside an element's opening tag is lifted to before the
     // element so the eslint-disable scope covers the line where the
     // violation is reported.