Can Student-Athletes Monetize Their Own Name, Image, And Likeness Successfully?

Key Takeaways:

  • Country Roads Trust is a startup dedicated to helping student-athletes monetize their own name, image, and likeness.
  • The company features an Athlete Advisory Team of prominent WVU sports figures who provide advice and guidance to the Trust.
  • The founders, Ken Kendrick and Oliver Luck, believe that student-athletes have untapped potential for earning income while respecting the integrity of their sports.
  • Country Roads Trust sets itself apart with a focus on ethical principles and dedication to maintaining the essence of student athletics.


The question has been asked: Can student-athletes successfully monetize their name, image, and likeness? Country Roads Trust, a startup company based in Morgantown, West Virginia, passionately believes the answer is yes. This organization exists to help collegiate athletes develop income streams from their personal brands without undermining the integrity of student athletics.

Founded by Ken Kendrick and Oliver Luck, Country Roads Trust is driven by the conviction that the potentials held by student-athletes are largely untapped. The organization provides unique opportunities for these young athletes to generate personal income while remaining dedicated to their sport.


One thing that sets Country Roads Trust apart from other companies in the sports industry is the caliber of their Athlete Advisory Team. This is a group of well-known WVU sports figures ready to provide counsel, guidance, and advice to the Trust. Jerry West, Don Nehlen, Pat White, Darryl Talley, and many others have agreed to serve on this important team.

The organization’s unique business model, which honors the student-first principle while allowing athletes to profit from their own image and talents, is another critical differential. This dual approach is designed to uphold both the business and educational aspects of college sports, thereby aligning with NCAA regulations.

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The future of Country Roads Trust is incredibly promising, with the potential to redefine the way student-athletes view their financial possibilities. The goal is not simply to monetize, but to honor student-athletes for their hard work and commitment. Should this model prove successful, it could reshape the future of the sports industry in the United States.

For more information about Country Roads Trust and their ongoing projects, visit their website. You can also follow them on Twitter, Facebook, and LinkedIn.

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