BYU has moved quickly and strategically in the new era of Name, Image, and Likeness (NIL) monetization in college athletics.
The university benefits from a passionate, far-reaching fan base that includes a unique concentration of entrepreneurs and top-tier business leaders. Many of these connections stem from BYU’s highly regarded Marriott School of Business, consistently ranked among the top 30 business schools in the U.S., with standout programs that regularly produce successful founders and executives.
Adding to this advantage is Utah’s growing reputation as a tech hub. The region between Salt Lake City and Provo—known as Silicon Slopes—has become a hotspot for startups and established tech companies alike, providing a strong economic and professional backdrop for NIL opportunities.
These factors, combined with a recent surge of success across BYU’s athletic programs, have created a wave of excitement among supporters. This energy has translated into a high level of donor interest in funding NIL initiatives—something BYU recognizes with gratitude.
It’s important to clarify that while The Church of Jesus Christ of Latter-day Saints sponsors BYU and subsidizes tuition and various campus operations, The Church does not fund any NIL efforts. In fact, BYU Athletics is a self-sustaining entity and receives no direct financial support from The Church.
It’s also important to note that In today’s NIL landscape, it’s wise to approach rumored NIL numbers carefully. Consider not just the numbers themselves, but who the source might be and what their motivations might be.
BYU is committed to remaining competitive in the NIL space. However, NIL will never be the sole reason student-athletes choose BYU. The university’s focus remains on long-term development, values-based education and building something much greater than short-term incentives. Ultimately, the mission of BYU Athletics is about Jesus Christ and striving to inspire others by living the values He taught.
BYU isn’t throwing around massive amounts of money to every potential recruit. Our NIL approach is strategic, sustainable, relationship-based and backed by a committed alumni and donor base. The connections made here often lead to career-shaping opportunities well beyond college.
So if it’s not just the money, why do recruits choose BYU?
Values-Based Environment
BYU offers a culture grounded in integrity, discipline and purpose. Student-athletes who want to grow not just in their sport, but as people of character and conviction, often find BYU’s atmosphere uniquely fulfilling. In the past, some viewed BYU’s values-based code of conduct as a drawback, but more are now seeing it as a strength—fostering a focused, distraction-free culture and environment for student-athletes.
High-Level Athletics
Competing in the Big 12 Conference, BYU offers a platform to play against top-tier talent with strong national exposure. Facilities, coaching and fan support are at an elite-level.
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Top-Tier Education at Low Cost
Thanks to Church sponsorship, tuition is significantly lower than most Division I schools, especially for members of The Church of Jesus Christ of Latter-day Saints. Programs like business, engineering and health sciences are especially strong.
A Remarkable Fan Base
BYU fans show up—whether at games, online or in support of athletes' NIL endeavors. There’s a deep-rooted pride and sense of belonging that you don’t find everywhere, largely driven by BYU’s connection with the Church and the Church’s national and global reach.
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Nationally Connected Alumni Network
BYU’s alumni base is global, loyal and often in leadership roles—especially in tech, entrepreneurship and finance. That opens doors not just for NIL deals, but internships, mentorship and career growth.
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Athletic Development
BYU dedicated coaching staffs, high-level facilities and the environment and resources necessary to help prepare student-athletes for the next level in their professional careers. BYU Head Basketball Coach Kevin Young is quick to talk about how when talks about what it takes to play in the NBA, considering his years of experience there, "it's not hypothetical."
Holistic Development
BYU emphasizes mental, spiritual, academic and athletic growth. For student-athletes who care about more than just the next game or paycheck, this can be a major differentiator.