NEW: BYU 5-Star QB Commit Ryder Lyons Inks NIL Deal with Under Armour
“Pumped to be part of the UA Football team.”
Provo, Utah — The buzz around BYU football just got louder. Ryder Lyons, the five-star quarterback commit widely considered one of the top signal-callers in the 2025 class, has officially signed a groundbreaking Name, Image, and Likeness (NIL) deal with Under Armour. The announcement, made Saturday afternoon, has electrified Cougar Nation and reinforced BYU’s growing reputation as a major player in the college football recruiting landscape.
A Blockbuster Partnership
Under Armour, one of the most prominent brands in athletic apparel, welcomed Lyons into the fold with a celebratory post on social media, showcasing the young QB in signature UA gear. For Lyons, the opportunity represents more than just a lucrative endorsement.
“I’m pumped to be part of the UA Football team,” Lyons said in a statement. “This partnership is about working with a brand that believes in innovation, toughness, and leadership — the same values I want to bring to the field at BYU.”
Though financial terms of the deal were not disclosed, sources close to the negotiations describe the contract as “one of the most significant NIL agreements signed by a BYU commit to date.”
Why It Matters for BYU
For BYU, this is about more than one player signing with a major brand. The Cougars are heading into a new era as members of the Big 12 Conference, where recruiting battles are fierce and NIL opportunities often influence top prospects. Landing a 5-star quarterback who now has the backing of Under Armour signals to recruits everywhere that BYU is ready to compete on and off the field.
“This deal puts BYU on the national map in terms of NIL relevance,” said recruiting analyst Chris Murray. “It tells recruits that not only can they develop their game at BYU, but they can also maximize their personal brand in Provo.”
The Ryder Lyons Factor
At 6’3” and 210 pounds, Lyons has been praised for his arm strength, mobility, and poise under pressure. Many scouts believe he has the tools to be a future NFL prospect. His commitment to BYU earlier this year was seen as a massive win for head coach Kalani Sitake’s staff, particularly given that Lyons held offers from powerhouse programs in the SEC and Big Ten.
Now, with the Under Armour deal in place, Lyons becomes more than just a recruit — he becomes the face of BYU’s future.
NIL and the New Reality
Lyons’ agreement underscores how dramatically the NIL era has reshaped college athletics. For top prospects, NIL isn’t just an add-on — it’s a central part of their decision-making process. Partnerships with national brands like Under Armour validate athletes’ marketability long before they step on the field.
BYU has worked hard to adapt to this landscape, building resources and partnerships to help its athletes thrive. Lyons’ deal could serve as a blueprint for future Cougars to follow.
Looking Ahead
With Lyons expected to arrive in Provo next summer, BYU fans won’t have to wait long to see the highly touted quarterback in Cougar blue. Until then, the buzz surrounding his arrival — now amplified by Under Armour’s endorsement — will only continue to grow.
If the early hype is any indication, Ryder Lyons is set to bring more than just his arm talent to Provo. He’s bringing star power, and BYU is ready to ride the wave.
