IMPACT REPORT
In 2024, The Hokie Way continued to empower Virginia Tech student-athletes to make a meaningful impact through our charitable partnerships. Building on our strong foundation, we deepened our engagement with our nine partners—expanding opportunities for student-athletes to leverage their Name, Image, and Likeness in support of important causes.
Virginia Tech student-athletes continued to make a significant impact through The Hokie Way in 2024. This year, we saw 288 student-athlete engagements, with 108 individual student-athletes actively supporting our charitable partners. Of those involved, 68% were male and 32% were female.
We’re proud to have created opportunities for student-athletes from 14 varsity athletic programs, further strengthening our mission of leveraging Name, Image, and Likeness for meaningful community impact.
ENGAGEMENTS
ATHLETE
NON-PROFITS
SERVED
The Hokie Way’s charitable partner list grew from four to nine in 2023, and in 2024, we remained committed to working with these same incredible organizations. Each nonprofit was carefully selected by The Hokie Way’s Board of Directors for its unique mission and impact on local communities.
Our continued collaboration has strengthened these partnerships, and we look forward to building on this success in the year ahead.
HOURS
In 2024, Virginia Tech student-athletes made 96 promotional or service-based appearances, totaling 233 hours in support of our charitable partners. Student-athletes also created 190 pieces of social media content to promote the charities’ unique missions.
Producing and amplifying student-athlete promotional content on behalf our charitable partners is a cornerstone of The Hokie Way’s mission. In 2024, Virginia Tech student-athletes reached more than 827,000 people across multiple social media channels with promotional content in support of charitable organizations and their causes.
TV AD
AIRINGS
In 2024, The Hokie Way purchased television and streaming advertising inventory on sports and family-oriented programming (such as Golf Network, TBS/TNT, HGTV, Bravo, The Weather Channel, etc.) and then gave allotments to each of our charitable partners in an effort to broaden their reach throughout SWVA.
From March - December, Virginia Tech student-athletes appeared in more than 290,000 TV/streaming ads on behalf of our charitable partners.