COLUMN: Baker Says WVU Can Hold Its Own in New Monied Era of College Sports
In a time when the landscape of college athletics is rapidly evolving, West Virginia University (WVU) finds itself at a critical crossroads. The name, image, and likeness (NIL) era, combined with conference realignments and the rising power of donor-driven collectives, has created a college sports world dominated by dollars. Yet, amidst these seismic shifts, Athletic Director Wren Baker believes WVU is more than capable of not only surviving, but thriving.
Baker, who took over the reins of WVU Athletics in late 2022, has not shied away from the realities facing mid-tier Power Five programs. Speaking candidly in recent interviews and public appearances, he acknowledges that college sports is entering a “new monied era” — one where traditional advantages like history, fan base, and institutional pride must be supplemented with serious financial investment.
“There’s no sugarcoating it,” Baker said during a recent alumni event. “Money matters more now than ever. But that doesn’t mean schools like West Virginia can’t compete. It just means we have to be smart, strategic, and united.”
Indeed, unity has become Baker’s rallying cry. While blue blood programs like Alabama, Ohio State, and Texas pour millions into NIL deals and enjoy massive television revenues, schools like WVU must rely more heavily on grassroots fundraising, passionate fan engagement, and well-structured partnerships with NIL collectives. The Mountaineer athletic department has made it a priority to connect directly with fans and boosters, encouraging contributions that directly support student-athletes and enhance program competitiveness.
Baker’s confidence isn’t blind optimism. He points to recent successes in men’s and women’s basketball, as well as the football program’s renewed energy under head coach Neal Brown. “What we’re seeing is that when we invest wisely — not just with money, but with leadership and culture — we can compete with anyone,” Baker said.
That investment includes infrastructure as well. WVU has continued to upgrade its athletic facilities, providing athletes with resources that rival those of larger programs. The push to modernize Milan Puskar Stadium, expand practice spaces, and support academic resources for athletes has been part of Baker’s broader vision to keep WVU relevant in a fast-changing sports environment.
However, financial challenges remain real and pressing. WVU doesn’t have the alumni base or endowment of larger SEC or Big Ten schools. To mitigate this, Baker emphasizes creativity and efficiency. “We may not have the deepest pockets, but we can stretch a dollar farther than most,” he said. “And we’re not afraid to innovate to stay competitive.”
A major part of that innovation includes supporting NIL opportunities in a way that aligns with WVU’s values. Through partnerships with collectives like Country Roads Trust, Mountaineer athletes are beginning to benefit from a more structured and transparent NIL system. Baker sees this as essential — not just for recruiting, but for retaining top talent in an era when the transfer portal offers easy exits for players seeking greener pastures.
“The truth is, NIL isn’t going away,” Baker said. “Our choice is whether we engage with it thoughtfully, or fall behind.”
Beyond the dollars and deals, Baker remains focused on something that can’t be bought — Mountaineer pride. WVU’s passionate fan base, deep-rooted traditions, and strong sense of community are intangibles that still matter, even in this increasingly transactional era of college sports. Baker often cites WVU’s “chip-on-the-shoulder” mentality as a competitive edge that can’t be measured in spreadsheets.
“It’s easy to look at the numbers and feel outmatched,” he said. “But we’ve always been fighters here in Morgantown. That hasn’t changed — and that’s why I believe in where we’re headed.”
As college athletics continues to evolve, schools like West Virginia must find their footing in a world dominated by wealth and power. But under Wren Baker’s leadership, the Mountaineers appear determined not to be left behind — proving that heart, grit, and smart strategy still count for something in the new era of college sports.
