Gold & Blue Enterprises Announces Membership Transition with Country Roads Trust
August 21, 2025 08:30 AM | General
MORGANTOWN, W.Va. -- The West Virginia University Department of Intercollegiate Athletics announced today that Gold & Blue Enterprises (GBE) has reached an agreement with the Country Roads Trust (CRT) where all membership accounts of the CRT will transition to the Championship Resource Fund within the Mountaineer Athletic Club (MAC) — an initiative designed to support WVU's innovative revenue-sharing model and the expanding efforts of Gold & Blue Enterprises.
GBE is West Virginia's in-house agency working to generate new revenue streams and harness the strength and visibility of the WVU brand for its athletes. Country Roads Trust is an independent Name, Image and Likeness collective, benefiting WVU student-athletes and the opportunities that exist for them to grow their brands.
The House Settlement has paved the way for a new era in college athletics by making revenue sharing between schools and student-athletes legally permissible. The Championship Resource Fund will directly support WVU's revenue-sharing efforts and the work of Gold & Blue Enterprises, ensuring West Virginia University remains a leader in student-athlete support and competitive excellence in the evolving collegiate athletics landscape.
"I hope that all of those who have memberships with the Country Roads Trust will continue their support of WVU student-athletes with contributions to support Gold & Blue Enterprises through the Championship Resource Fund," CRT co-founder Oliver Luck said. "It is essential that GBE has the resources it needs to help WVU athletes excel on and off the field. By continuing your CRT membership through the Championship Resource Fund, you can and will be a part of the success of Mountaineer Athletics."
CRT will continue to operate independently of the athletic department and will focus on securing fair market NIL value deals for athletes in WVU's Olympic Sports, with a specialized focus on baseball and women's basketball. As part of this transition, CRT will no longer provide membership opportunities going forward.
"I want to thank the Country Roads Trust for its WVU NIL focused efforts," Vice President and Director of Athletics Wren Baker said. "I am asking all who have memberships with the Country Roads Trust to continue their support in the future through the Championship Resource Fund, which will support GBE initiatives."
Mountaineer Athletic Club membership level and accompanying benefits are determined by overall giving and support to WVU Athletics. As memberships of the CRT transition to the Championship Resource Fund, supporters will bolster their MAC membership level, elevate their priority point status and unlock the associated benefits at their level, including new benefits provided by GBE. We are excited to offer enhanced MAC member benefits as part of this transition including exclusive content, access to new events and autographed memorabilia.
Mountaineer account managers will be in contact with current members of the CRT in the upcoming weeks about continuing their support of WVU Athletics' NIL efforts through the Championship Resource Fund. Those who are not current members of the CRT and are interested in contributing to the Championship Resource Fund can speak with a Mountaineer account manager by calling (304) 293-2294 or filling out this interest form to schedule a meeting.
GBE is West Virginia's in-house agency working to generate new revenue streams and harness the strength and visibility of the WVU brand for its athletes. Country Roads Trust is an independent Name, Image and Likeness collective, benefiting WVU student-athletes and the opportunities that exist for them to grow their brands.
The House Settlement has paved the way for a new era in college athletics by making revenue sharing between schools and student-athletes legally permissible. The Championship Resource Fund will directly support WVU's revenue-sharing efforts and the work of Gold & Blue Enterprises, ensuring West Virginia University remains a leader in student-athlete support and competitive excellence in the evolving collegiate athletics landscape.
"I hope that all of those who have memberships with the Country Roads Trust will continue their support of WVU student-athletes with contributions to support Gold & Blue Enterprises through the Championship Resource Fund," CRT co-founder Oliver Luck said. "It is essential that GBE has the resources it needs to help WVU athletes excel on and off the field. By continuing your CRT membership through the Championship Resource Fund, you can and will be a part of the success of Mountaineer Athletics."
CRT will continue to operate independently of the athletic department and will focus on securing fair market NIL value deals for athletes in WVU's Olympic Sports, with a specialized focus on baseball and women's basketball. As part of this transition, CRT will no longer provide membership opportunities going forward.
"I want to thank the Country Roads Trust for its WVU NIL focused efforts," Vice President and Director of Athletics Wren Baker said. "I am asking all who have memberships with the Country Roads Trust to continue their support in the future through the Championship Resource Fund, which will support GBE initiatives."
Mountaineer Athletic Club membership level and accompanying benefits are determined by overall giving and support to WVU Athletics. As memberships of the CRT transition to the Championship Resource Fund, supporters will bolster their MAC membership level, elevate their priority point status and unlock the associated benefits at their level, including new benefits provided by GBE. We are excited to offer enhanced MAC member benefits as part of this transition including exclusive content, access to new events and autographed memorabilia.
Mountaineer account managers will be in contact with current members of the CRT in the upcoming weeks about continuing their support of WVU Athletics' NIL efforts through the Championship Resource Fund. Those who are not current members of the CRT and are interested in contributing to the Championship Resource Fund can speak with a Mountaineer account manager by calling (304) 293-2294 or filling out this interest form to schedule a meeting.
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