Utah vs. Brigham Young in the Rev-Share Era: How a Shifting NIL Marketplace Could Impact the Rivalry
One of college football’s most storied and heated rivalries—Utah vs. Brigham Young, also known as the “Holy War”—is set to enter a bold new era. As college athletics rapidly evolves with the emergence of revenue-sharing models and an expanding Name, Image, and Likeness (NIL) marketplace, the dynamic between the Utes and Cougars may soon be shaped as much by dollars and endorsements as by touchdowns and turnovers.
In the past, Utah and BYU’s rivalry was defined by geography, religion, and on-field results. But in the rev-share era—where athletes are poised to receive a portion of the massive revenues generated by college football—the battle for bragging rights now extends into the business arena. With the NCAA preparing to formally adopt revenue-sharing with student-athletes, programs with better infrastructure, more NIL investment, and institutional support will hold a significant edge.
Utah: Power Conference Advantage
As a member of the Big 12, Utah finds itself in a strong position to capitalize on the new model. The school has already shown a willingness to engage aggressively in NIL, and its move from the Pac-12 to the Big 12 puts it in a conference where revenue generation is top of mind. With access to bigger television deals and deeper corporate partnerships, Utah can leverage those relationships to boost player compensation.
This enhanced financial clout could help the Utes consistently land top-tier recruits—both high school prospects and transfer portal standouts—eager to take advantage of a well-funded program. Utah’s alignment with collectives and booster support gives it a foundation that may allow it to dominate regional recruiting battles, even against BYU.
BYU: Playing Catch-Up or Breaking Through?
BYU, now also in the Big 12, faces a more complex challenge. As a private, religiously-affiliated university, it has different donor and administrative considerations when it comes to NIL. While BYU made headlines with Built Bar sponsoring its walk-on players in 2021, the long-term scalability of their NIL efforts compared to Utah’s broader base of support remains in question.
However, BYU also brings unique advantages to the table. Its national LDS (Church of Jesus Christ of Latter-day Saints) alumni base and missionary-driven global exposure offer potential for creative NIL deals beyond traditional regional markets. If BYU can harness those connections and develop a competitive revenue-sharing framework, it may level the playing field.
Impact on the Rivalry
As money becomes more closely tied to competitive success, the Utah-BYU rivalry could take on new dimensions. Recruiting decisions may hinge not just on tradition or coaching, but on earning potential. Players will weigh NIL packages, branding opportunities, and revenue-sharing structures when choosing where to play.
The financial disparity—if it grows—could make the rivalry less balanced, especially if one school becomes a perennial powerhouse while the other struggles to keep up. Conversely, the stakes of each game may intensify as wins and losses directly affect players’ earning potential and the perception of each program’s brand strength.
In the end, the Holy War is no longer just about state pride or scoreboard supremacy. In the rev-share era, it’s also about economic influence—and both Utah and BYU are racing to ensure they’re not left behind in a rapidly shifting collegiate arms race.
