WVU makes two moves to stay with the pack in the future of college sports

West Virginia University’s Board of Governors took two steps on Friday to help its athletic department stay with the lead pack in the future of college sports. 

The BoG authorized the addition of a student fee to assist with the new revenue-sharing expense as well as an arrangement with Gold & Blue, Inc, which will do business as Gold & Blue Enterprises and work to develop “a comprehensive Name, Image, and Likeness, and revenue-generating ecosystem.” This is expected to be the creation of WVU’s in-house NIL operation, the details of which should be made public soon. Previously, the Mountaineers have benefited in the NIL space from Country Roads Trust, the collective founded by Ken Kendrick and Oliver Luck in 2022.

Meeting materials distributed on Friday showed that its primary objectives will be “to generate new and diversified revenue streams that fuel the continued success of WVU Athletics, and to harness the strength and visibility of the WVU brand to elevate the personal and professional opportunities available to Mountaineer student-athletes.”

Gold Blue Enterprises will be authorized to handle critical services for WVU and its NIL endeavors: 

• Compensation and Comprehensive NIL Support: Offer a full suite of services, including education, compliance guidance, compensation, and personalized brand development, to compensate and empower student-athletes in maximizing their NIL opportunities.
• Strategic Partnerships: Collaborate with leading marketing and advertising agencies to connect student-athletes with corporate partners, as well as facilitate meaningful endorsement opportunities and brand alignments.
• Innovative Business Structure: Operate with a private-sector approach, integrating sales, media, marketing, and business operations to drive revenue and support the long-term sustainability of WVU Athletics.

WVU is also adding what it calls the Mountaineer Athletic Advantage Fee, a $125 administrative charge per semester that begins in the fall. However, the meeting materials refer to an Athletics Revenue Share Support fee. A news release says the fee intends “to support the future of WVU Athletics and student-athletes.” The fee, which is separate from any other administrative fee associated with athletics, is for students on the Morgantown campus only. Full-time WVU Online students, all students enrolled in summer classes, WVU Institute of Technology and WVU Potomac State College students are exempt.

The House v. NCAA settlement created a new budget expense for WVU and peers choosing to opt into revenue-sharing. The Mountaineers will share with student-athletes roughly $20.5 million in generated revenue, money that used to fund athletic department operations. A spokesperson told EerSports that WVU and the athletic department are “pursuing many avenues, including increased sponsorships, additional fundraising efforts, a reallocation of expenses within Athletics, enhanced University support, and this new Mountaineer Athletics Advantage Fee.”