In an era where college athletics is increasingly commercialized, BYU head football coach Kalani Sitake has made headlines not for a win on the field, but for a personal decision off it.
Sitake reportedly turned down a $10 million endorsement deal from a major sports brand, citing personal values and a desire to focus on his role at BYU without distractions.
“I didn’t get into coaching for money,” Sitake stated during a press conference on Tuesday. “My responsibility is to these young men, this university, and to the mission we stand for. No check can replace that.”
The endorsement offer, which sources say would have included TV ads, branded gear, and a social media campaign, was one of the largest ever presented to a college football coach outside the Power Five.
Fans and analysts alike praised Sitake for his stance. “It’s rare to see that kind of integrity in today’s game,” said ESPN’s Kirk Herbstreit. “Sitake’s loyalty to BYU and his values is something truly unique.”
Sitake has been BYU’s head coach since 2015 and has become a beloved figure for his leadership both on and off the field. The Cougars are coming off a successful 2024 season, making Sitake’s star shine even brighter — and more marketable — than ever.
Still, Sitake remains focused. “I’m here to build men of character, and that mission is priceless.”
