BYU Thrives in NIL Era While Maintaining Core Values

Former NFL player and BYU alumnus Steve Young questioned how BYU would adapt when the name, image, and likeness (NIL) compensation changed college sports in 2021. However, instead of struggling, BYU has excelled. Since 2021, BYU has tied with Boise State for the ninth-most wins in college football. The Cougars recently ranked No. 7 in the AP poll and reached No. 2 after a victory over Notre Dame. A win over No. 3 Utah in the upcoming Holy War could propel them to the top of the rankings.

BYU didn’t miss out on the NIL opportunities but rather embraced them to improve its recruitment. Vice President of Advancement, Keith Vorkink, explained that payments to players existed before NIL, but BYU adheres to policies and appreciates the chance to participate in this arena.

BYU, as a private university in Provo, Utah, sponsored by The Church of Jesus Christ of Latter-day Saints, aligns with its core values in the NIL era. The university maintains its distinct culture and values. Coach Kalani Sitake focuses on fostering a unique cultural alignment with the university’s mission, attracting student athletes who resonate with BYU’s principles.

BYU does not aim to lead the NIL market but to attract students who appreciate its culture. Steve Young praised Coach Sitake for nurturing a strong culture in a challenging environment. He highlighted the current mindset among players prioritizing financial gains, yet BYU successfully navigates this by balancing NIL with cultural affinity.

Several key players, like five-star freshman Bruce Branch and quarterback Bear Bachmeier, chose to stay at BYU despite more lucrative offers elsewhere. This decision underscores how BYU’s culture can resonate with students, even those unfamiliar with the institution. AJ Dybantsa, the top pick in the 2026 NBA Draft, also found a connection with BYU, demonstrating the school’s draw.

Students at BYU sign an honor code abstaining from substances like alcohol, tobacco, and maintaining certain behaviors. Young believes the honor code attracts recruits by offering a unique culture where they can be themselves while adhering to BYU’s rules. He credits Coach Sitake for preserving the university’s identity amid NIL challenges. Young acknowledges the complexity of managing NIL, with significant money involved, but sees the value of BYU’s approach.

Despite BYU’s success, both Young and Vorkink advocate for NIL regulation. They agree universities seek stability and a structured compensation framework for student athletes. Young notes the potential for legislative solutions to provide a balanced environment where student-athletes can thrive both academically and financially.

Young emphasizes that while other institutions may struggle in the NIL era, BYU confidently competes on its terms. The “BYU way” ensures their competitive spirit aligns with their core values.