Adrian Wojnarowski’s Bold NIL Play
For decades, Adrian Wojnarowski was the name every NBA fan turned to for breaking news. From blockbuster trades to behind-the-scenes front office moves, Woj was the ultimate insider, setting the gold standard for sports journalism. But in 2024, he made a move that left many scratching their heads: stepping away from his NBA insider role to become the general manager of St. Bonaventure’s men’s basketball team—his alma mater. Read Adrian Wojnarowski’s bold NIL play below.
Now, Woj is bringing his own unique spin to NIL (Name, Image, and Likeness), auctioning off some of his most prized sports possessions to raise funds for St. Bonaventure. Fans now have the chance to own a piece of sports history while supporting the Bonnies, proving that in today’s world, NIL is about far more than just sponsorships and merchandise.
The idea of Woj leaving sports media seemed unthinkable. For years, he was the face of NBA breaking news, delivering bombshell reports that shaped the league’s landscape. But after spending so much time in the high-pressure world of sports journalism, he found himself searching for something different.
“What I was doing, it just wasn’t fulfilling anymore,” Woj explained. “I was just done. This is what gets me excited. To learn something new, to be part of something like this. It’s a whole new challenge.”
That challenge? Running St. Bonaventure’s men’s basketball team—not just as a figurehead but as someone helping to build the program from the ground up in an increasingly competitive NIL era.
As part of his commitment to helping the program compete in today’s college sports landscape, Woj has put together an NIL fundraising initiative unlike anything seen before. He’s auctioning off pieces of his own career, giving fans the opportunity to bid on items that played a role in some of the NBA’s biggest moments.
Among the auction items
The iPhone Woj used to break major trades including Paul George and Kawhi Leonard joining the Clippers. His 2023 NBA Draft credential, a tangible piece of draft night history.
The phone that delivered the earth-shattering news that the NBA season was shutting down due to COVID-19 in 2020. Exclusive experiences, like having dinner with Woj himself.
It’s a creative and personal way to raise NIL funds, proving that in today’s NIL era, schools are no longer just relying on traditional donors—they’re leaning into their entertainment and media connections.
The Bigger Picture
Woj’s move is part of a bigger shift happening in NIL, where institutions are tapping into their biggest supporters, celebrities, and cultural figures to help fundraise. Take Ohio State football, for example. The Buckeyes entered last season with a roster bolstered by $20 million in NIL investments. That kind of financial commitment didn’t go unnoticed, even drawing the attention of comedian and Notre Dame superfan Shane Gillis.
Gillis, watching Ohio State’s success, jokingly said on his podcast that he was ready to start doing more shows just to funnel money into Notre Dame’s NIL efforts. His comments even caught the attention of Jon Bon Jovi, another Irish supporter.
“I was looking at the confetti, watching Ohio State, and just sitting there,” Gillis said. “I called my agent immediately. I was like, ‘Let’s book a show and give all the money to Notre Dame!'”
What started as a joke reflects a very real trend: more celebrities, influencers, and major donors are stepping up to make NIL a game-changer for their favorite programs. It’s not just media personalities and entertainers driving this shift—professional athletes are getting involved, too.
NBA star James Harden has made a significant NIL contribution to the Arizona Wildcats men’s basketball team, giving the program additional resources to recruit and retain top talent. Similarly, St. Bonaventure has taken a huge step forward with its NIL efforts thanks to its partnership with Adidas and NBA star Donovan Mitchell. The Cavaliers guard personally announced that the Bonnies would be wearing Mitchell-branded Adidas gear, adding both financial backing and national visibility to the program.
“I’m really excited to present this to y’all. Y’all work so hard, y’all do a lot,” Mitchell told the team. “I watch a lot, and obviously y’all got a great GM in Woj right here—him and I go way back. I want to say thank you to him, appreciate y’all. Go rock the gear and get some dubs. Go Bonnies!”
