Many longtime fans of college athletics are struggling to embrace this new era. There’s something unsettling about a system that allows athletes to leave their teams at the first sign of adversity. READ MORE: WVU Navigates the New Era of College Athletics
Or to leave for a better opportunity and a bigger payday, with little to no consequence. Not long ago, transferring meant sitting out for a year, making it a difficult decision. Today, it’s the Wild West. And some players are earning more through NIL (Name Image and Likeness) deals than they might as professionals. And while sweeping legislation may soon bring order to the chaos, the current landscape is as unregulated as ever. At West Virginia University, the changes have been both significant and confusing – even for those who follow the Mountaineers closely. So, what does this all really mean for WVU sports? Let’s take a closer look.
Pay to Play
Many would argue that WVU has taken full advantage of the current system. Since Bob Huggins’ departure, the men’s basketball program has completely rebuilt its roster twice, using the transfer portal and NIL opportunities to stay competitive and attract high-level talent.
Rich Rodriguez has initiated a hard reset on the football program, making it clear he’ll only keep players that embody his ‘Hard Edge’ mentality. Helping make all of this possible is the Country Roads Trust, WVU’s official NIL collective. Founded in 2022 by Oliver Luck and Ken Kendrick, the Trust has helped athletes profit from their name, image, and likeness. By linking athletes with businesses and donors while ensuring NCAA compliance, Country Roads Trust has become key to WVU’s competitive strategy.
RELATED: SPRING REVIVAL: RICH ROD BRINGS LIFE BACK TO WVU FOOTBALL
“The changing landscape of college athletics makes Country Roads Trust a necessity,” said Luck after the launch. “We want West Virginia University athletics to attract the very best, not only because of our fine land-grant institution, but because of top-notch NIL opportunities. As we all know, our Mountaineers deserve the very best.”
This trust works in conjunction with the Mountaineer Exchange – a digital marketplace where student-athletes can connect directly with businesses, alumni, and donors for NIL deals. It’s surreal to see players selling themselves for autographs, public appearances, etc…. But it provides guidance for donors to pay the players and be compliant with the new rules on all of this.
“Collegiate athletics is undergoing the most transformational period in its history, said WVU AD Wren Baker. “As we adapt to these shifts, the need for innovation, strategic planning and sustainable revenue generation has never been greater.”
Legislative Winds of Change
The future of NIL may be on the verge of even more dramatic change. A landmark $2.8 billion settlement in the House v. NCAA case has opened the door for schools to directly share revenue with student-athletes. This would result in schools like WVU having a budget of $20.5 million yearly to pay athletes across all sports. Baker has stated that the university is committed to reaching this maximum each year to stay competitive in the Power Four landscape.
To prepare for this shift, West Virginia lawmakers have introduced legislation – House Bill 2595 – which allows universities to create nonprofits to handle the NIL and revenue-sharing functions – free from public oversight and disclosure laws. There is another House Bill that would protect the schools and athletes from penalties imposed by athletic associations for engaging in those activities. Rodriguez and Baker have both publicly endorsed these measures, recognizing this is needed to stay competitive.
Embrace Chaos
Like it or not, the amateur athlete in college sports is over. West Virginia University has made the strategic choice to embrace the new reality and position itself at the forefront of NIL and revenue-sharing legislation. University leaders recognize the system isn’t always fair or balanced – but it’s the playing field now, and WVU is determined not to fall behind. For Mountaineer fans, the hope isn’t just to keep pace, but to see their programs thrive in a landscape that rewards bold thinking and the willingness to adapt.
