Adrian Wojnarowski, the man who once dropped Woj Bombs that sent shockwaves through the NBA, is back in the spotlight with a completely new play. After walking away from a multi-million dollar deal at ESPN last September, the legendary insider has shifted his focus from breaking news to building something meaningful. He’s now the first-ever general manager of the men’s basketball program at his alma mater, St. Bonaventure University, and his next move feels just as headline-worthy as his biggest scoops.

His latest project, “The Program with Woj,” is a weekly YouTube series that blends his storytelling talent with his mission to elevate the Bonnies. Produced by Chris Corcoran’s In the Arena Studios and supported by title sponsor Novig, the show will feature in-depth conversations with influential sports figures. This time, Woj isn’t chasing the next big trade; he’s using his platform to strengthen the team he once cheered for.

Why Did Wojnarowski Create ‘The Program with Woj’?

The primary motivation behind the show is straightforward and directly tied to Wojnarowski’s role as GM. He created the series to raise money for St. Bonaventure’s Name, Image, and Likeness (NIL) collective, known as Team Unfurl. In his new position, Wojnarowski has been vocal about the financial challenges facing a mid-major program like St. Bonaventure. He has previously stated the need to find “high-major players for mid-major money,” highlighting the constant pressure to compete in the new NIL landscape.

Wojnarowski himself confirmed the show’s financial goal is clear and direct. He told The Athletic, “My financial motivation with The Program is simply to raise revenue to be distributed directly back to our players on campus.” This initiative is a direct response to the critical need for robust NIL funding to attract and retain talent. The Bonnies have not made the NCAA Tournament since 2021, and strengthening the program through player compensation is a key part of Wojnarowski’s strategy to change that.

This is not his first creative attempt to boost the program’s NIL resources. Earlier this year, he auctioned off personal memorabilia, including the old phones he used to break major NBA news, with the proceeds benefiting the men’s basketball program. His latest venture into media is a logical extension of these efforts, using his unique profile and access to create a sustainable revenue stream that supports the athletes he now manages.

How Will the Show Work?

“The Program with Woj” will function as a weekly interview series distributed on YouTube. The format will feature Wojnarowski sitting down for conversations with what he describes as “innovative team-building minds” in sports. His guest list is expected to include big-name executives, coaches, and other front-office figures who shape franchises and programs. This aligns with his stated goal of exploring his new world as a general manager and sharing those insights.

The production will be handled by In the Arena Studios, a professional media production company. The sports betting firm Novig has signed on as the title sponsor for the series, providing initial funding and support. This structure allows Wojnarowski to focus on the content and interviews while leveraging existing media infrastructure, ensuring a polished final product for viewers on the digital platform.

Importantly, this move is not seen as a stepping stone back to his previous role as a news breaker. Reports emphasize that the show is a project specifically for his current job and not a signal of a return to daily sports journalism. It is a purposeful use of his media skills to fulfill his duties as St. Bonaventure’s GM, creating content that directly funds the athletes under his care.

How Does ‘The Program with Woj’ Help St. Bonaventure’s NIL Efforts?

All revenue generated from the YouTube series will be directed to Team Unfurl, the official NIL collective for St. Bonaventure men’s basketball. This means funds from sponsorships and any ad revenue will go directly into the pool of money used to compensate Bonnies players for their name, image, and likeness. This provides a direct financial boost to the student-athletes, making the program more competitive in the recruiting landscape.

This show is just one part of a broader, innovative strategy Adrian Wojnarowski has employed to build NIL resources. He also serves as a brand ambassador for Players Health, a sports tech company that provides insurance policies for athletes. This partnership helps protect NIL investments by ensuring money isn’t lost if a player suffers an injury, giving donors more confidence to contribute.

Furthermore, the athletics department partnered with 6th Sense Consulting to create a unique B2B marketplace. This system allows businesses owned by St. Bonaventure boosters to conduct commerce with each other, with a portion of the revenue funneled back to the NIL collective. Wojnarowski praised this model for creating a sustainable funding source that does not rely solely on personal donations, showcasing his multifaceted approach to solving the NIL funding puzzle.