In an effort to keep up with the changing college athletic landscape, Prairie View A&M has established the Panther Athletic Fund (PAF) as a fundraising arm for its athletic programs and more than 350 student athletes.
The Panther Athletic Fund is a direct response to the recent court ruling in House v. NCAA, which now allows athletic departments to share revenue earned with their student-athletes. All SWAC schools announced last month that they were opting into revenue sharing.
Prairie View athletic director Anton Goff explained to the Defender that a major benefit of opting into the lawsuit and revenue sharing is that the athletic department can now find name, image and likeness (NIL) deals for its student athletes. In previous years, student athletes had to find their own NIL deals or rely on a third party and boosters to present deals.
The Panther Athletic Fund will now solicit money from its boosters, donors and supporters of the university and athletic departments to fund NIL deals and possible revenue sharing with the student-athletes. Not taking such a proactive approach would put the Panthers at a disadvantage in recruiting and ultimately competing in the new college athletic landscape.
“The Panther Athletic Fund marks a new era for Prairie View A&M Athletics,” Goff said. “The playing field in college sports is changing rapidly, and our ability to compete starts with how we support our student-athletes and our coaches. Through the Panther Athletic Fund, Panther Nation has a direct way to impact the lives of our student athletes and programs and ensure PV is prepared to lead in this new landscape.”
Prairie View outlined its plan in a memo. They announced four specific giving areas.
- Champions Society: The premier philanthropic major gift society, uniting leadership-level donors who pledge $25,000 or more ($5,000+/year; payable over a maximum of 5 years). Members provide transformational support and receive unique engagement opportunities and recognition throughout the year.
- Sport-Specific Excellence Funds: Donors can directly support the needs of their favorite team, from academics, nutrition, recruiting, and equipment, to team travel and technology. These funds are critical in building competitive, sustainable programs.
- Sport-Specific NIL/Revenue Share Funds: Donors to these funds provide critical resources to strengthen our ability to recruit and retain top-tier talent in a rapidly changing environment. They also empower our student-athletes with opportunities to grow their personal brands and benefit from their name, image and likeness.
- Purple & Gold Fund: The Athletic Department’s unrestricted annual fund that addresses the most immediate and high-impact needs across all programs. This fund ensures PV Athletics can remain competitive and adaptive in a rapidly changing collegiate environment. Every dollar enhances the overall experience for every Panther student athlete.
“The Panther Athletic Fund is a game-changer,” said new football coach Tremaine Jackson, who has made no secret of the need for NIL money to help secure recruits and to dissuade current players from being so quick to transfer. “We’re setting the tone. When our alumni and fans give to the Panther Athletic Fund, they’re making a statement…that Prairie View A&M Athletics is ready to compete at the highest level and that our student-athletes are worth investing in.”
Interested donors can visit pvpanthers.com/paf to explore opportunities to give.
“This isn’t just about fundraising — it’s about building the infrastructure for sustained success,” said Director of Development for PVAMU Athletics Megan Reed. “Whether you’re supporting NIL, our sport-specific funds, or joining the Champions Society, every gift to the Panther Athletic Fund drives the future of Panther Athletics. Our donors are more than supporters — they are strategic partners in our mission.”
