BYU Basketball Among NIL Elites Heading Into Next Season
As the landscape of college athletics continues to evolve with Name, Image, and Likeness (NIL) opportunities, BYU Basketball has emerged as one of the programs making a serious impact. Heading into next season, BYU finds itself on the prestigious list of NIL elites — a designation that reflects the program’s growing marketability, brand power, and commitment to supporting its athletes in this new era.
The Cougars’ rise in the NIL space is no accident. BYU has invested heavily in infrastructure to help student-athletes build their personal brands, connect with businesses, and take full advantage of NIL opportunities. This includes partnerships with national and local companies, as well as internal support through education, social media training, and legal guidance. These efforts have positioned BYU as a leader not just in the West Coast Conference (now Big 12), but nationally.
Much of this momentum comes from the visibility and loyalty of BYU’s fan base. With a strong national following, particularly among members of The Church of Jesus Christ of Latter-day Saints, the program benefits from a large, engaged audience that provides an ideal environment for athletes looking to grow their reach. This unique support system has made BYU athletes especially appealing to companies seeking ambassadors with both talent and values.
Specific players on the BYU roster have already begun capitalizing on NIL deals. While individual contracts are often kept private, several players have signed notable endorsements and collaborations. The team’s success in this space is a reflection not only of player skill and popularity, but also of the program’s proactive approach to NIL. BYU’s innovative partnership with companies like Built Bar — which famously offered compensation packages to the entire football team — set a precedent that other sports, including basketball, have begun to follow.
Additionally, BYU’s entrance into the Big 12 has boosted its NIL prospects dramatically. The conference is home to some of the most powerful basketball programs in the country, and the increased exposure from playing top-tier competition gives BYU athletes a bigger stage. National TV appearances, marquee matchups, and a more competitive schedule all enhance the appeal of BYU athletes in the eyes of potential sponsors.
Recruiting is also being positively impacted by the school’s NIL success. Prospective players are increasingly considering NIL potential when choosing where to play, and BYU’s growing reputation in this space is becoming a valuable tool in attracting top talent. When recruits see that players are not only thriving on the court but also off it — financially and personally — it raises the overall profile of the program.
As the NIL era matures, programs that adapt quickly and support their athletes holistically will rise to the top. BYU Basketball’s inclusion on the NIL elites list is a testament to its vision, adaptability, and the strength of its community. With the right pieces in place and a clear commitment to player development both on and off the court, the Cougars are poised to thrive in this next chapter of college basketball.
