Every BYU football player now has an NIL deal after program lands ‘groundbreaking’ agreement

BYU football players take the field during 2021 fall camp at BYU in Provo. On Thursday, Aug. 12, 2021. BYU Athletics announced the school had entered an “enhanced agreement” with current corporate partner Built Brands, LLC, which will financially benefit every player of the BYU football team. | Jaren Wilkey/BYU Photo

Deal will provide compensation to every member of the team, including walk-ons, in the amount comparable to the costs of tuition for an academic year

Every member of the BYU football team, including nonscholarship players, can now say he has a name, image and likeness (NIL) deal after the NCAA cleared such agreements last month that will allow student-athletes to profit on their fame and standing within the community.

Thursday, BYU Athletics announced an “enhanced agreement” with current corporate partner Built Brands, LLC, which produces Built Bar energy products, to support the football program, “while also pioneering separate innovative multi-year NIL agreement with individual members of the football team.”

According to a school news release, the agreements include “compensation to all members of the team, including compensation to all walk-on players in the amount comparable to the costs of tuition for the academic year.”

“From the beginning of the NIL discussion, my hope was that changes to NCAA rules and regulations would provide a pathway forward for all players to benefit more fully from their name, image, and likeness, especially walk-ons who sacrifice so much to make our program great.” — BYU football coach Kalani Sitake

“From the beginning of the NIL discussion, my hope was that changes to NCAA rules and regulations would provide a pathway forward for all players to benefit more fully from their name, image, and likeness, especially walk-ons who sacrifice so much to make our program great,” BYU coach Kalani Sitake said in the release. “When Nick Greer called to tell me that Built was committed to entering into NIL deals, which would pay our walk-ons enough money to cover their tuition for the full academic year, I could not hold back my emotions. I love these boys, and I am overwhelmed with gratitude to be partnering with a company that is equally committed to assisting BYU football in building a culture of love and learning while enhancing the experience for all players.”

The announcement was met with joy from many players, who took to social media to express their happiness. As has become tradition, players, coaches and even BYU football’s official Twitter account posted a picture of the eyeball emoji to signify a big announcement was in the works.

Gigg CEO Scott Warner posted a video of the announcement from his company — which is a sponsor of BYU’s Built4Life program — on Twitter as well.

BYU’s players will wear Built Bar branding on their practice helmets and participate in other events for Built. Walk-on players will provide additional social media and experience promotions for Built as part of their agreements.

According to the release, 123 football players — the entire roster, in essence — will “enter into agreements directly with Built.” Thirty-six of those players, once the roster is expanded when fall semester begins, will be considered walk-ons.

“We are excited to partner with BYU and all 123 players on the football team. We are making history together,” said Greer, co-founder of Built Brands, in the release. “Cougar players know success happens when every player invests in each other to do what’s best for the team. That’s what we believe at Built too, and we’re excited to support every player of the BYU football team. Games are won when every single player lifts and supports each other with everything they’ve got. That is how we will all win. That is how we unite as one.”

As part of the agreement, Built Brands will place two Built fueling areas in the two football locker rooms — one in the Student-Athlete Building and one in LaVell Edwards Stadium.

“I’m super grateful to Nick Greer and Built Brands for providing a mechanism for hard-earned compensation for our student-athletes and for making it possible for all of our football players to be able to compete without having as much of a strain on their finances,” BYU athletic director Tom Holmoe said. “With the changes in the NIL space, we have embraced the role of advocates as our student-athletes involve themselves in quality opportunities to use NIL to help earn additional income.

“Our newly launched Built4Life program has been instrumental in helping educate, support, and find creative and permissible ways for our student-athletes to maximize their potential. We look forward to many years of success in this area.”

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