College sports have changed immensely with the introduction of NIL deals for collegiate athletes, and BYU is no exception.
BYU Athletics has become one of the nation's most competitive programs. With respected coaches leading its teams and a strong track record of producing professional athletes, it stands to reason that BYU should be able to offer prospective student-athletes competitive financial opportunities to strengthen its programs.
But where is this money coming from?
BYU has moved quickly in Name, Image and Likeness monetization in college athletics, acquiring top recruits from around the country to play for the university.
When BYU basketball brought on Dybansta, the top prospect out of high school, many people started to question where the money came from.
With the rise of social media, rumored NIL deals are often shared and debated publicly. However, BYU has made its position on discussing NIL package details abundantly clear: "It’s important to note that in today’s NIL landscape, it’s wise to approach rumored NIL numbers carefully. Consider not just the numbers themselves, but who the source might be and what their motivations might be."
That caution proved especially relevant in Dybansta's case, as reported NIL figures quickly made the rounds online.
The speculation also sparked a broader question: Since The Church of Jesus Christ of Latter-day Saints sponsors BYU and subsidizes tuition and other university operations, is the Church also cutting the checks for BYU athletes?
The short answer: No. Players are not getting paid by the Church. Tithing funds are not being used to write Bear Bachmeier’s rumored $2 million NIL deal for 2026.
Cougar Nation is not a concentrated fanbase. There are BYU fans all over the world supporting the university’s athletics. And the recent success, especially with basketball and football, has translated into a high level of donor interest in funding NIL initiatives.
The NIL efforts are primarily funded by The Royal Blue Collective, a major nonprofit collective, along with wealthy local entrepreneurs and successful alumni.
Jason McGowan is the CEO of Crumbl Cookies. Last season, the Cougars defeated their in-state rivals, the Utah Utes, 24 to 21 in a Top 25 showdown at Lavell Edwards Stadium in Provo. Students stormed the field, and the Big 12 threatened to fine BYU $50,000.
McGowan said he would pay the fine himself.
The conference decided not to fine the university, so McGowan redirected those funds to eliminate student lunch debt across Provo City and Salt Lake City school districts and distributed funds directly to the football players through NIL opportunities.
NIL deals are not going away, and BYU wishes to compete just like every other university to build a strong athletic program.
It is important to understand that BYU sports are completely funded by outside donors, and NIL deals do not come directly from The Church of Jesus Christ of Latter-day Saints.
And that is what sets the Cougars apart from even the biggest college athletics programs.
For many other schools, fans will bear the cost for revenue sharing with players. Ticket prices are on the rise, as are the prices of concessions. The Associated Press reports that the Tennessee Volunteers have added a “talent fee” to their ticket prices, and Clemson added an athletic surcharge of $150 to every students’ tuition bill.
While ticket prices have slightly increased for BYU athletics, outside donors’ foot the largest part of the bill to make sure BYU athletics can compete nationally for many years to come.