BYU football has successfully navigated the Name, Image, and Likeness (NIL) landscape, achieving a level of success that many, including NFL legend Steve Young, did not anticipate. Since 2021, the Cougars have tied for the ninth-most wins in college football and have reached as high as No. 2 in the AP poll.
Young, a BYU alumnus, expressed his initial uncertainty about how the university would adapt to NIL's transformative impact on college sports. However, BYU has not only adapted but thrived, with its football program tied with Boise State for the ninth-most wins in the FBS since 2021. A victory against No. 3 Utah could see them again contend for the top spot in the polls.
BYU's approach to NIL focuses on integrating the compensation opportunities without compromising the institution's core values. Keith Vorkink, BYU's Vice President of Advancement, stated that the university adheres to policies while appreciating the avenue NIL provides for compliance. He emphasized that the football program, under coach Kalani Sitake, embraces the university's distinctive role, attracting student-athletes who align with the values of BYU and The Church of Jesus Christ of Latter-day Saints.
"Our work was to figure out our play in the NIL space, but in doing so to never displace the primary role of our mission," Vorkink explained. "Our football coach, as an example, Kalani Satake embraces the distinctive role of the university and the athletic department. We want student athletes coming because of, for example, in football, the culture that Kalani brings to that that aligns to the university and the church."
Young praised Sitake for fostering a strong culture in an environment often dominated by players prioritizing high compensation. "It's hard to build affinity," Young told OutKick. "And that's why I say what Kalani's done is what is, I think, impossible, nearly, I think he is doing it, so it's not impossible. He's doing it in a really complex environment that works away from affinity, works away from spirit of abundance."
BYU's culture has resonated with key players. Vorkink noted that standout athletes, including freshman small forward Bruce Branch and quarterback Bear Bachmeier, have chosen to stay with the program despite potentially higher NIL offers elsewhere. The university also recruits athletes who may not be members of the faith but find success and enjoyment at BYU, citing AJ Dybantsa, a projected No. 1 NBA draft pick, as an example of a student-athlete who initially knew little about BYU but developed a strong affinity for the institution.
All students at BYU must adhere to an honor code that prohibits alcohol, tobacco, and other substances, as well as sexual relations outside of marriage between a man and a woman. Young suggests that this unique honor code, when presented with openness, can be a recruitment draw, differentiating BYU from other institutions and allowing students to express their full selves within established guidelines.
Both Young and Vorkink believe that the NIL system would benefit from regulation to provide greater stability and a clearer framework for student-athlete compensation. Young suggested that Congress is uniquely positioned to balance the interests of student-athletes, universities, and the broader collegiate sports landscape.
Despite the evolving nature of NIL, Young maintains that BYU has found its footing. "Hold on, you're supposed to be flailing in this system, and I think we've hit on it. We've looked it in the eye, right?" Young said. "We'll compete, but we're going to compete in (what) I call it the BYU way."