MORGANTOWN, W.Va. – In recognition of their outstanding work to build the Mountaineer brand, members of the West Virginia University Athletics marketing department earned three awards from the National Association of Collegiate Marketing Association (NACMA) during the 2025 NACMA Convention in Orlando, Florida.
 
The marketing department was awarded gold for its WVU football Coal Rush game day promotion, and bronze for its year-over-year revenue increase and its lead generation campaign for the 2024 football season.
 
"I am extremely proud of the marketing department and each external unit that played a huge role in the success of these initiatives," Erin Gibson, senior associate athletics director of marketing, said. "As a department, we prioritize an exceptional game day experience, revenue growth (now more than ever), and welcoming the next generation of Mountaineer Nation through innovative lead generation. It's an honor to see our team be recognized for their efforts in these three areas."
 
West Virginia Brand and Trademark Licensing also earned WinCraft's Best in Class Collection for the Built on Bravery Collection, tied to the coal industry.
 
Additionally, CLC, the nation's leading collegiate licensing company, awarded West Virginia Brand and Trademark Licensing a 2025 Collegiate Licensing and Impact award for "Most Effective Campaign," determined by metrics tied to increases in brand awareness, visibility and sales.
 
"Our goal was to tap into tradition — tying WVU Athletics directly to the hardworking people who make Mountaineer Nation what it is," Nikki Goodenow, director of WVU Brand and Trademark Licensing, said. "Through the Built on Bravery Collection, our fans were able to show their pride in West Virginia and West Virginia University."
 
Gold | Game Day Promotion — Coal Rush WVU Football
 
West Virginia's connection to coal mining runs deep, serving as a cornerstone of the state's economy, history and identity for over a century. Beyond its financial impact, coal mining embodies resilience, hard work and an unwavering sense of pride, reflecting the perseverance of the communities built around it. For years, fans have urged WVU Athletics to embrace this rich heritage by creating a Coal Rush game featuring black jerseys. What began as months of planning — from designing the perfect jersey to ensuring the game would take place under the lights — finally came to life this season. 
 
Bronze | Year-Over-Year Revenue Increase
 
Throughout the 2024-25 fiscal year, WVU worked tirelessly to improve operational efficiency, streamline workflows and adopt advanced strategies in lead generation and audience segmentation. WVU optimized its digital marketing ecosystem to align with e-commerce efforts and drive more targeted, high-quality leads to its sales team.
 
Bronze | Lead Generation Campaign — 2024 Spring Football Lead Gen Campaign
 
In 2024, WVU football celebrated its 40^th year of partnering with WVU Medicine Children's to host the annual WVU spring game, which serves as a fundraiser for the hospital. For the first time in its existence, WVU decided to make the event free, with the goal of generating new leads for the upcoming football season by capturing first-party data through a digital claim process.