West Virginia Football Coach Talks Challenges of Recruiting with NIL and How to Keep a Program Grounded….

West Virginia Football Coach Talks Challenges of Recruiting with NIL and How to Keep a Program Grounded….

 

As college football continues to evolve in the era of Name, Image, and Likeness (NIL), coaches across the country are learning to adapt, and West Virginia head coach Neal Brown is no exception. Brown, who’s entering another critical season at the helm of the Mountaineers, recently addressed the complexities of recruiting in the NIL era and the importance of maintaining a grounded program amid these changes.

“The landscape has completely shifted,” Brown said. “It’s not just about facilities or tradition anymore. Now, it’s about opportunity—and not just on the field. Players are asking about NIL deals as much as they are asking about playing time and schemes.”

Brown emphasized that while NIL presents real opportunities for student-athletes to benefit from their personal brands, it also creates challenges in terms of maintaining team culture and competitive balance. Recruiting has become less predictable, with schools now competing not only on program merit but also on financial incentives.

“There are programs out there with deeper pockets, plain and simple,” Brown noted. “And when you’re trying to sell a kid on coming to Morgantown over a big-name SEC or Big Ten school that’s offering substantial NIL packages, it’s a battle.”

Despite these challenges, Brown remains focused on identifying recruits who fit the Mountaineer mentality—players who are passionate about football, committed to development, and value team chemistry. He also stressed the importance of transparency during the recruiting process.

“We’re honest about what we can offer through our NIL infrastructure,” he said. “We’ve got good partnerships and local support, but we also want players who aren’t solely motivated by dollar signs. That’s not the foundation we’re trying to build this program on.”

To keep the program grounded, Brown says it comes down to culture, consistency, and leadership. He regularly leans on veteran players and staff to set the tone, emphasizing accountability and selflessness.

“Character still matters here,” Brown said. “We’ve always preached that. With everything going on—social media, NIL, the transfer portal—it’s easy for guys to lose sight of what makes a team successful. Our job is to keep the main thing the main thing.”

The Mountaineers have invested in educational resources to help players understand how to manage NIL opportunities responsibly. Workshops on financial literacy, branding, and contract negotiation are now a staple of the offseason program. For Brown, that’s part of the broader mission to prepare his athletes not just for football, but for life.

“There’s a lot of noise right now in college football,” he said. “But if we stay true to who we are, and we continue to build the right way, I believe West Virginia can thrive—even in this new era.”

As the NIL era continues to shape the future of college athletics, programs like West Virginia are working to strike a balance between competitiveness and authenticity. For Coach Brown, that means embracing change without compromising the values that define Mountaineer football.