In recent years, the landscape of college athletics has been dramatically reshaped by the introduction of the Name, Image, and Likeness (NIL) rules, which allow student-athletes to profit from their personal brand. While the new regulations have brought opportunities for players, they have also introduced new challenges for schools, particularly when it comes to recruiting and team dynamics. One school that has found itself navigating these complexities is Brigham Young University (BYU), a program that has long been associated with significant financial resources. Despite its prestigious history, BYU basketball faces an ongoing struggle to shake its “deep pockets” reputation in the modern NIL era, which could have both positive and negative consequences for the program.
Historically, BYU has been known for its large fanbase, dedicated boosters, and financial support for its athletic programs. The university’s reputation for having considerable financial resources has been a point of pride for many, but in the context of NIL, it has led to some misunderstandings and challenges. In a new era where NIL deals are becoming central to recruitment and retention of top talent, some critics argue that schools with larger financial backing are better positioned to attract and retain players. This has led to the perception that BYU, due to its financial resources, might be using its “deep pockets” to sway recruits, even if that is not necessarily the case.
The key challenge for BYU lies in maintaining the integrity of its recruitment process while ensuring that it remains competitive in a rapidly changing environment. While it is certainly true that financial incentives are a part of the NIL system, they are not the only factor influencing recruits’ decisions. Players are increasingly looking for opportunities that provide not just financial gain but also a supportive environment for their academic and athletic development. In this sense, BYU has strengths that are not solely tied to its financial resources—its unique culture, its association with the Church of Jesus Christ of Latter-day Saints (LDS), and its strong emphasis on academics and community involvement are all major selling points. However, the perception of financial advantage remains a barrier.
This perception can work against the Cougars in the NIL landscape, especially when compared to schools that are viewed as more attractive due to their location, success, or facilities. As NIL deals become more commonplace, schools with wealthier athletic programs may have an easier time navigating the new landscape, offering more lucrative opportunities for athletes. In contrast, BYU’s adherence to certain moral and ethical standards, particularly those tied to the LDS Church, means that they may not be able to offer some of the more flexible or financially advantageous deals that other programs might present. For instance, BYU athletes are held to strict honor codes that could affect their eligibility for certain NIL deals that might be seen as inconsistent with the institution’s values.
Furthermore, the rise of NIL deals has brought an increased level of competition among schools, especially as programs with large donor bases and wealthy boosters seek to lure top-tier recruits. While BYU has certainly benefitted from significant financial backing in the past, the nature of NIL requires a more direct and strategic approach to attracting recruits through personalized deals. Schools with large alumni bases and wealthy benefactors are often able to leverage those relationships to create more competitive packages for recruits, which could make it more difficult for BYU to compete on equal footing.
Despite these challenges, BYU has an opportunity to redefine its identity in the NIL era by focusing on the unique aspects of its program that set it apart. The university’s strong values, commitment to academics, and close-knit team culture can still be powerful selling points in recruiting. Additionally, with the proper strategy, BYU can navigate the complexities of NIL in a way that stays true to its mission while remaining competitive. Moving forward, BYU will need to ensure that it is adapting to the new NIL reality without letting its “deep pockets” reputation define its approach to recruiting and team-building.
