MORGANTOWN, W.Va. — The West Tower Press Box project at Milan Puskar Stadium is staying right on schedule.
West Virginia University Director of Athletics Wren Baker reported to the WVU Board of Governors Friday morning that fundraising for the project, which has been going on for nearly a year, has gone well. Design studies for the project have been compiled over the past couple years.
“The best news I can give you is, right now, it’s on time and on budget,” Baker said. “We’re excited. There was some concern as tariffs kicked in and stuff that that could really mess us up, but we are regularly doing cost estimates with our partners and we are on time, on budget.”
Baker came before the BOG to ask for further authorization on the project. Upon completion, the new West Tower will feature four levels.
Baker said the first floor will be club seating, enough to hold 900 ticket holders. The second level will be the “Founders Floor,” and Baker said they’ve sold seven suites already. The initial desire was to sell five suites, but they’ve already surpassed that goal, he said. Now, the university is having conversations to secure two more suites.
The third level will be Luxury Suites, Baker said, with five commitments pledged already. He reported that conversations are “active” on the others. The top level will house operations and press crews. To this point, Baker said, there’s been a “positive substantial cash flow” from donors into the project.
“Probably most importantly, we have signed hard commitments for $112 million of the stadium’s $156 million price tag,” Baker said. “We still believe that we have a very good chance to raise all the money and not need any long-term financing for the project.”
As of now, Baker said the athletics department is “confident” that the project won’t increase beyond $156 million. He said they’re looking to identify ways to even come in beneath that estimate.
The BOG approved the project for construction, along with authorizing university officials to secure funding in the short term. Baker said that funding, borrowed in the short term, will be paid off through the donations, which are coming in over a five-year period.
Baker has said the goal is to start construction right after WVU’s home schedule ends this fall. The final Mountaineer home game is Nov. 21 against Houston.
“The plan is to begin demolition in December of this year, and for this to be open when we open the season in 2028,” Baker said. “And then we will have temporary seating in the 2027 season for the impacted suite holders. You all (the BOG), earlier this week, got a chance to look at some of those options we are exploring.”
Learfield revenue
Baker also sought approval from the BOG in connection to WVU’s partnership with media company Learfield. He said in the current era of college athletics, the university has to generate revenue in a number of ways. Baker noted that three years ago, the budget was around $100 million. That’s increased nearly 50 percent over the last three years to around $150 million.
Baker emphasized that WVU has to keep growing revenues anywhere they can, through ticket sales, revenue marketing, Gold & Blue Enterprises, the Mountaineer Athletic Club (MAC), along with the annual fund.
Baker’s proposal centered around WVU’s multimedia rights. The university entered into an original deal with Learfield in 2013, which included two options to extend over five-year periods. There are still several years remaining on the contract, Baker said, and the university wants to maximize that relationship.
“We are currently in the rev(enue) share,” Baker said. “So, they purchase a bundled rights for us for a guaranteed amount, then once you hit a hurdle, you share. Our current share is 40 percent of that additional. This would increase that to 74 percent.”
A board member asked Baker if Learfield was on board with those changes. With recent retooled deals at the university, Baker indicated that the changes benefit all involved.
“When you do something like name the coliseum or a jersey patch, you want some sort of traditional MMR (multimedia rights) anyway,” Baker said. “You want some radio spots; you want some stadium signage; you don’t just want that one thing. So, right now, that puts us in a weird spot because we’re having to go back and try and hash out and argue over the rate card. This will make us much better teammates in general.”
Baker said that Learfield officials “recognize the upside” of the switch, and it’s a “statement of trust on their part” that WVU will handle the multimedia rights.
The BOG approved Baker’s proposal for revenue sharing with Learfield.
Eight years remain on WVU’s deal with Learfield, Baker reported, through 2035. He told the board that, at a minimum, multimedia rights projections have $10 million in annual revenue. Baker said that some projections are as high as $30 million. He said it all depends on annual escalation and the success of Mountaineer athletics teams.
Three years ago, the university brought in $8 million in revenue from multimedia rights and sponsorships, Baker said. Now, that number is $15 million, nearly doubling in three years.
“To be candid, we probably over the next 3-or-4 years, need to continue to see that kind of growth, if we’re going to keep pace in college athletics.”