Use “West Virginia University” in the first reference, and “WVU” after that. The phrase “the University” may be used for variation. Note that “University” is always capitalized in a direct reference to WVU. In some cases — sports, for example — it is appropriate to use "West Virginia" when referring to WVU.

Examples: Many WVU students work part-time, but the University also offers financial aid. The West Virginia basketball team beat Kentucky.