[Blacksburg, VA, July 14, 2025] The Hokie Way, a 501(c)(3) organization connecting Virginia Tech student-athletes with charitable causes through Name, Image, and Likeness (NIL), is excited to announce three major updates as it heads into the fall season.

Countdown to Kickoff Concert - August 30, Presented by Valley Wealth Group

To celebrate the start of the 2025 football season, The Hokie Way will host the Countdown to Kickoff Concert on Friday, August 30 at Atlanta’s iconic Tabernacle, presented by Valley Wealth Group. The concert will feature platinum-certified band O.A.R., the night before the Hokies take on the University of South Carolina in the Aflac Kickoff Game at Mercedes-Benz Stadium

O.A.R., originally from Rockville, MD, has quietly sold out multiple shows at Madison Square Garden, filled Red Rocks Amphitheater a dozen times, earned platinum and gold plaques, lit up the Times Square New Year’s Eve celebration, and built one of the most committed fanbases in the country.

Tech Talk Live!, hosted by Zach Mackey and Mike Burnop of the Virginia Tech Sports Network, will broadcast live from the venue ahead of the concert, featuring interviews with special guests. 

Tickets for the event go on sale today, Monday, July 14, at TheHokieWay.org.

Applications Open for New Charitable Partners on July 15

Tomorrow (July 15), The Hokie Way will begin accepting applications from charitable organizations seeking to partner with Virginia Tech student-athletes for promotional support. 

Up to 10 nonprofits will be selected for two-year partnerships that advance their philanthropic missions through NIL activations. The deadline to apply is August 15, 2025. Interested organizations can apply at thehokieway.org/partner-application.

New Members Join Board of Directors

The Hokie Way also welcomes four new members to its Board of Directors:

• Lisa Karlisch – Former Hokie Volleyball player (’93) and Principal at Sparkfire Strategy.

• Emma Lemley – 2025 graduate and standout Virginia Tech softball pitcher, now playing professionally with Athletes Unlimited.

• Jim McAlister – Virginia Tech graduate (‘78) and recently retired Regional Manager for First Bank & Trust Company.

• Dr. Quinton Nottingham – Former Hokie Basketball player (‘89) and Department Head of Business Information Technology at Virginia Tech.

“These initiatives reflect the incredible energy and growth behind our mission,” said Matthew Sams, Executive Director of The Hokie Way. “We’re excited to welcome new leaders, expand our charitable partnerships, and kick off the football season with a celebration that brings Hokie Nation together.”

To learn more about The Hokie Way’s events, partnerships, and impact, visit www.thehokieway.org.

About The Hokie Way

The Hokie™Way is an independent 501(c)(3), founded to facilitate the use of the Name, Image and Likeness (NIL) of Virginia Tech student-athletes to help promote charitable causes. For more information, visit thehokieway.org.

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Media Contact:
Robyn Jones
Joba Studio, Inc.
540.553.8143, ext. 2
robyn@jobastudio.com