Country Roads Trust - West Virginia Mountaineers Collective

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.”