Patrick Kinahan: BYU Basketball’s Struggle to Shake Its ‘Deep Pockets’ Reputation in the Modern NIL Era
In the evolving world of college athletics, few programs have faced as complex a narrative shift as Brigham Young University (BYU) basketball. With the advent of Name, Image, and Likeness (NIL) policies allowing athletes to monetize their personal brand, the line between financial support and recruiting leverage has blurred. Longtime sports columnist and radio voice Patrick Kinahan has weighed in on BYU’s precarious position — caught between historical assumptions of deep-pocketed boosters and a current reality that is far more nuanced.
For decades, BYU has been seen as a school with behind-the-scenes financial influence, largely due to its affiliation with The Church of Jesus Christ of Latter-day Saints and a loyal, affluent donor base. Critics and rival fanbases have often labeled BYU as a program that could “buy” talent if it truly wanted to — a narrative that Kinahan suggests is more myth than reality. Still, perception is powerful, and BYU has struggled to shed the reputation that its pockets are endlessly deep, especially as NIL has become a dominant force in college recruiting.
In truth, BYU’s approach to NIL has been conservative compared to some of its peers in the Power Five. The school has taken steps to facilitate NIL opportunities through collectives and local sponsorships, but it has not engaged in the type of large-scale NIL deals seen at schools like Texas, Miami, or USC. Kinahan points out that while BYU has high-profile backers and a strong national following, it doesn’t necessarily translate to million-dollar deals for athletes — particularly in basketball, where elite talent now expects substantial NIL packages.
The tension lies in the gap between perception and execution. Recruits and their families may assume BYU can offer high-end NIL opportunities, but when the reality doesn’t match the expectation, the program risks losing out on top talent. This creates a difficult situation for head coach Kevin Young, recently appointed with high hopes of energizing the program. Young must balance authenticity with competitiveness — promising the development and exposure BYU can genuinely offer, while navigating around inflated beliefs about NIL riches.
Kinahan also notes the cultural component that complicates BYU’s NIL landscape. As a faith-based institution, BYU has certain behavioral and ethical standards that may deter some athletes or limit the type of endorsements players can pursue. While this fosters a unique team culture, it can be a double-edged sword in a recruiting world increasingly driven by money and flash.
Ultimately, the challenge for BYU basketball is to define itself clearly in this new NIL era. Transparency, strategic partnerships, and smart use of available resources will be key to remaining competitive — not by trying to outspend everyone, but by carving out a distinct identity. As Kinahan puts it, the “deep pockets” reputation might linger, but BYU’s real value lies not in illusion, but in innovation.
