Bob Gwynne, the executive vice president and general counsel at Raese's Greer Industries, did not return messages left Monday and Tuesday.
The Daily Mail first reported a 12-year deal between WVU and IMG College that with incentives could be worth more than $110 million. WVU expects to make about $9 million a year.
"I think Oliver and his team are very smart to shop the media rights around," said Andy Dallin, the co-founder of the California-based sports marketing agency ADC Partners. "It is worth well more than what this contract is providing the university."
A $300,000 fee would not only be equal to the base salary of assistant football coaches Shannon Dawson and Lonnie Galloway, but be more than the combined revenue of baseball, men's soccer, men's swimming and diving and wrestling ($286,767), according to WVU's most recent equity report from the 2011-12 fiscal year.
The same report shows a $400,000 fee would have covered the recruiting expenses for football ($373,586), men's basketball ($217,518), women's basketball ($126,148) and all of the remaining sports ($320,198).
Dallin, whose group helps businesses create, evaluate and operate effective marketing programs, said he was "surprised" to learn MSN received no rights fees from West Virginia Radio.
"I think in modern, contemporary collegiate athletics, unless there is an extraordinary revenue sharing model where the university and its radio partners have a defined split so they are true partners and that every dollar that comes in is divided evenly - and to be clear, I'm not an attorney ... but that's not how I read this agreement - that this is very rare," he said.
"Most universities, almost every one we've ever interacted with, know they can generate a guaranteed rights fee or license fee, depending on what you want to call it. It's rare to see a broadcast agreement that doesn't involve that fee."
West Virginia Radio, which does provide WVU with a small amount of free advertising, is asked to handle a 60-minute pregame show, the game broadcast and a postgame show. MSN asks for "approximately" four hours for a football game and three hours for a men's basketball game. Any commercial inventory as part of a separate pregame show and a postgame show on a West Virginia Radio affiliate would not be shared with MSN and instead belong to West Virginia Radio, though the concept of "shoulder programming" is not uncommon.
Additionally, MSN is obligated to provide "transportation, hotels and meals ... for all West Virginia Radio Corp. personnel to away football and basketball games." West Virginia Radio selects a game site engineer, game site producer (for football games), studio engineer/producer, studio highlight producer, studio production coordinator, satellite uplink engineer(s) and studio talent.
"This is a nice piece of business," Dallin said. "In my mind, I would say that for the West Virginia Radio Corp. and its subsidiaries, this is a good deal."
Contact sportswriter Mike Casazza at mi...@dailymail.com or 304-319-1142. His blog is at blogs.dailymail.com/wvu.