When the NCAA and SEC put their full press on Capitol Hill in June, a group of NIL collectives trekked to Washington, D.C., to make sure they were

The Collective Association + NCAA with a Capitol Hill backdrop_

On3 NIL

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The West Virginia collective Country Roads Trust announced on Thursday a beer collaboration with Big Timber Brewing Company that will raise NIL funds

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West Virginia NIL collective gets 15% of sales from beer collaboration

West Virginia center Jesse Edwards, who transferred from Syracuse and ranked as the No. 14 player in the transfer portal this offseason, promoted the

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How Jesse Edwards’s deal with West Virginia NIL collective developed

Collectives have become the leading source of compensation in the first two years of NIL.   Donors and stakeholders thought they had collectives

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On3 conducted a voluntary name, image and likeness survey that received responses from 23 collectives and found that the groups examined have worked

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On3 Survey: Women make up average of 23% of NIL collectives' partners

When Jordon Rooney signed on with Duquesne in May 2021, he became the first brand coach in NCAA history. An unprecedented role, he had a vision to

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As we’ve already seen this college football season, success on the field can quickly lead to success in NIL. For example, Florida quarterback Anthony

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Pitt and West Virginia are fierce competitors on the field. They’re also competitive in the NIL space with two of the most successful collectives --

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Now that NIL collectives have become the norm in college athletics, it’s not enough for your school to merely be affiliated with one. A collective’s

Thanks to NIL, several West Virginia football players were able to host a youth football camp this week.  The event was hosted by Country Roads

West Virginia football players use NIL to participate in youth camp

Former West Virginia athletic director Oliver Luck and Ken Kendrick, a West Virginia alumnus and general managing partner of the Arizona Diamondbacks, established Country Roads Trust in January 2022. 
The collective connects local businesses and corporations to athletes who provide value to their brands. The athletes will engage in autograph sessions, advertisements and social media campaigns. Country Roads Trust has created an athlete advisory team to provide guidance to the trust. Members of the advisory team include former WVU luminaries like Jerry West, Don Nehlen, Pat White, Darryl Talley and Mike Gansey. Within months of launch, Country Roads Trust says it’s working with more than 100 WVU student-athletes. “Our focus is for them to just take care of the classroom, take care of the weight-room, practice, the games,” Stephen Ford, General Manager, said. “We don’t want them to be bogged down with any of this. That’s not what they’re in school for. What we are here to do is to handle the business side.”

Oliver Luck

Co-Founder

Ken Kendrick

Stephen Ford

General Manager & COO

Country Roads Trust

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