Team Work: WVU, IMG Learfield and IMG College Collaborate on WV Heroes


West Virginia is the most recent success story of our IMG Learfield team partnering with our MMR partners and administration on a new ticket and sponsorship initiative. Last month, as part of its multi-layered partnership, WVU announced that the West Virginia Lottery would be the presenting sponsor for the inaugural WV HEROES program that offers tickets donated by fans to those that serve and protect us each and every day.

For just $20 per ticket, fans can provide a memorable experience to local West Virginia veterans, active duty military, and first responders and their families by sending them to a Mountaineer football game this fall. Through the sponsorship, the West Virginia Lottery agreed to match the first 500 tickets purchased for the WV HEROES program.

“The WV Heroes program is an outstanding example of collaboration between WVU adminstration, IMG College and IMG Learfield. Everyone bought in and contributed to the creation and execution of the program,” said IMG Learfield General Manager Lee Harris.  “This is a win-win-win and I couldn’t be more excited to see how things progress this season.”

In conjunction with a press release and announcement, WVU produced a short video clip announcing the new partnership and how fans can get involved. They have also promoted the video and ticket initiative on its website, in dedicated emails to fans and on social media.


On every call the WVU IMG Learfield team have been trained to make the upsell ask to fans to help sponsor tickets for the WV HEROES program. They also developed an incentive for fans to sponsor five (5) or more tickets by entering them into a drawing to win pregame field passes and other prizes as a thank you for their support.


  • Since its inception in June, WVU and IMG Learfield have been able to sponsor over 1,000 local heroes for the upcoming football season at Mountaineer Field at Milan Puskar Stadium.
  • 75% of fans that have sponsored local heroes for the upcoming season have committed to 5 or more tickets.

For more information on the program, please contact General Manager Lee Harris at [email protected]