There’s never been anything quite like the **Utah vs. BYU rivalry**—fueled by decades of intense competition, cultural divide, and state pride. But in the era of revenue sharing and Name, Image, and Likeness (NIL), the “Holy War” is taking on new dimensions, both on and off the field.
The NCAA’s evolving NIL landscape has opened the floodgates for players to profit off their personal brands. For schools like Utah and BYU, who compete not just in athletics but in ideology and institutional identity, this creates an intriguing front in their rivalry. No longer is the edge defined solely by wins and losses; now it’s also measured in **recruiting power, marketing leverage, and financial backing**.
Utah, a Pac-12 powerhouse now adjusting to the realities of a new conference alignment, has historically benefited from its status as a public university with a broader recruiting base. With NIL collectives and corporate partnerships taking center stage, the Utes have ramped up efforts to make Salt Lake City a premier landing spot for elite talent. Their urban location and diverse campus vibe offer recruits access to large brands, media exposure, and plenty of networking opportunities.
BYU, on the other hand, brings a distinctive approach. As a private, religious institution, it positions NIL through the lens of values, community, and long-term impact. The school’s affiliation with the Church of Jesus Christ of Latter-day Saints creates an unusual but powerful recruiting narrative: athletes who commit to BYU often do so for reasons beyond football. And yet, BYU is proving it can play hardball in the NIL game, too—alumni networks, tech-forward business donors, and creative collective arrangements have positioned the Cougars as a surprisingly aggressive NIL competitor.
What sets this rivalry apart in the NIL era is that it’s **not just a fight for touchdowns anymore—it’s a battle for influence**. When two programs with such contrasting identities compete in the same market, the competition to offer compelling NIL packages becomes more heated and strategic. Players now evaluate more than depth charts—they assess branding opportunities, social media platforms, and who’s building a better life beyond Saturdays.
Revenue sharing adds another wrinkle. As schools potentially begin distributing broadcast and ticket revenue directly to athletes, questions arise: Which program can offer the better total package? How will this affect locker room dynamics or fan support? Could it shift the historical balance in recruiting wars?
What was once a battle confined to the football field has now spilled into boardrooms, booster events, and marketing firms. The Utah-BYU rivalry in this new age isn’t just about pride—it’s about positioning. And every endorsement deal, every public pitch to a recruit, every fan-funded NIL contribution shapes the future of the contest.
As this evolving NIL marketplace reshapes the college football landscape, the Holy War now has a financial scoreboard alongside the one in the stadium. One thing’s for sure: in the rivalry’s next chapter, the stakes are higher than ever.
