AJ Dybantsa, the top-ranked basketball recruit in the class of 2025, made a significant impression at the Monaco Grand Prix over the weekend. Representing his sponsor, Red Bull, Dybantsa attended the prestigious Formula 1 event donning BYU gear, thereby introducing the university’s brand to a global audience.
Dybantsa’s presence at such a high-profile international event underscores the expanding influence of Name, Image, and Likeness (NIL) agreements in collegiate athletics. His partnership with Red Bull, reportedly valued at $3.8 million, marks him as the first male basketball player to secure such a deal with the energy drink company. This collaboration not only benefits Dybantsa’s personal brand but also elevates BYU’s visibility on an international stage.
The exposure from Dybantsa’s appearance is considered invaluable for BYU. Deseret News columnist Jay Drew highlighted the significance, stating, “The kind of publicity that No. 1 basketball recruit AJ Dybantsa is providing is priceless. School officials probably can’t put a price tag on it. It has been nothing short of amazing.”
Beyond marketing, Dybantsa’s influence is already impacting BYU’s basketball program. His commitment has been instrumental in securing marquee non-conference matchups against teams like North Carolina, Villanova, UConn, and Wisconsin. Additionally, his involvement with the USA Men’s Under-19 training camp positions him to further elevate BYU’s profile in international basketball circles.
As Dybantsa prepares to join BYU for the upcoming season, his actions off the court are already making a significant impact. His appearance at the Monaco Grand Prix serves as a testament to the evolving landscape of college athletics, where athletes’ personal brands and endorsements play a pivotal role in shaping a program’s national and international reputation. 
