Title: Trial by Fire: BYU’s New Athletic Director Brian Santiago Faces Major Challenge in First Weeks
When Brian Santiago was officially named the new Athletic Director at Brigham Young University in July 2025, Cougar Nation cheered. A BYU graduate, former assistant coach, and longtime associate athletic director, Santiago was seen as a steady hand with deep roots in the school’s traditions and values. But just days into his tenure, he found himself facing a high-stakes crisis that no amount of institutional familiarity could soften.
The Bombshell
The trouble began with an unexpected revelation: a high-profile NIL (Name, Image, and Likeness) deal involving multiple student-athletes and a Provo-based startup, Cougar Collective, was found to be in violation of new Big 12 conference compliance rules. The company had reportedly offered athletes equity in their brand in exchange for exclusive promotional work — a seemingly innovative offer that skirted dangerously close to what the NCAA defines as “pay-for-play.”
Within 72 hours, national media outlets had picked up the story, and the Big 12 issued a formal inquiry. To complicate matters, at least three starting players from BYU’s football and men’s basketball programs were directly tied to the deal. What began as a local booster initiative quickly turned into a potential institutional violation, placing Santiago and the university in the national spotlight for all the wrong reasons.
Leadership Under Pressure
Sources within the athletic department revealed that Santiago called an emergency 6 a.m. meeting with BYU’s legal counsel, compliance officers, and head coaches across all major sports. He also personally met with each student-athlete involved, offering full transparency and legal support while making it clear that protecting their eligibility was a top priority.
“Brian didn’t flinch,” said an anonymous staff member close to the situation. “He stepped in like a veteran GM at a trade deadline — clear-eyed, calm, and decisive.”
Santiago then issued a detailed public statement, taking full responsibility for overseeing the program’s integrity while promising swift internal audits and full cooperation with conference officials. His tone — professional, empathetic, and firm — was praised by both critics and fans.
Navigating the NIL Era
The deeper issue Santiago faces is systemic: how to manage BYU’s growing athletic prominence in an NIL landscape that evolves faster than policy can keep up. As BYU solidifies its place in the Big 12, the pressure to compete financially with larger programs like Texas Tech, Oklahoma State, and Baylor is immense. But BYU’s unique honor code and institutional oversight model complicate typical fundraising strategies.
“We want to stay true to our values,” Santiago said in a closed-door alumni event, “but we can’t afford to be naive. The game has changed. We either lead with integrity or fall behind chasing shadows.”
To that end, Santiago has already proposed the formation of a new NIL Ethics Advisory Council, composed of former athletes, university leadership, and legal experts — a bold move to proactively navigate the gray zones of athlete compensation. He’s also hinted at a partnership with several Utah-based tech companies to create a centralized, compliant NIL platform for BYU athletes.
The Road Ahead
While the Cougar Collective controversy is still unfolding, early indications suggest BYU will avoid major sanctions, thanks in large part to Santiago’s swift action. But the incident has set the tone for his tenure: a baptism by fire in an era of unprecedented transformation in college athletics.
Fans, while shaken, remain largely supportive. “It’s like being handed the keys to a race car mid-lap,” one booster said. “Santiago didn’t crash. In fact, he’s already making up ground.”
If this early crisis is any indication, BYU’s new athletic director won’t just be a caretaker of tradition — he may be the reformer Cougar Nation didn’t know it needed.