BYU’s landmark NIL agreement got a ton of national attention

Published: Aug 12, 2021, 6:40 p.m. MDT

Brigham Young Cougars wide receiver Neil Pau’u (2) celebrates a touchdown with teammates. — Brigham Young Cougars wide receiver Neil Pau’u (2) celebrates a touchdown with teammates as BYU and Boise State play a college football game at Albertsons Stadium in Boise on Friday, Nov. 6, 2020. BYU won 51-17. Scott G Winterton, Deseret News

The BYU football program flipped the name, image and likeness concept in collegiate athletics on its head Thursday with its announcement that all players will be compensated by Built Brands, including walk-ons who will get a year’s tuition paid by the company.

Every BYU football player now has an NIL deal after program lands ‘groundbreaking’ agreement

The magnitude of the announcement, which was shared in a video posted on the BYU Football Twitter account, was apparent as a number of high-profile people shared their thoughts about it.

Here’s a sampling.

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THIS is INCREDIBLE!!!
Watch this video!!! https://t.co/S95s3YaYJn
— Kirk Herbstreit (@KirkHerbstreit) August 12, 2021

Someone asked us on The Audible this week if a company might use NIL to pay a team’s walk ons, and we said, no, that’s completely unrealistic.

… Well, a local protein bar company is doing just that at BYU. https://t.co/SVMFRl1Jqz
— Stewart Mandel (@slmandel) August 12, 2021

Today, two companies - Built and Walk-On’s restaurant - have announced deals providing NIL opportunities for walk-on players.

Something that so many thought would ruin college sports is already bringing positive change. https://t.co/Mk47hKaY9F
— Ross Dellenger (@RossDellenger) August 12, 2021

Just watch and enjoy!!!!!!!!’ So awesome!!! https://t.co/kCyeYKfccP
— David Pollack (@davidpollack47) August 12, 2021

Remember when there were protests of NIL deals over fear it would strip money from athletics departments? Here’s a great example of upholding the academic mission of college sport through NIL. https://t.co/BgsyoB9hN7
— Alicia Jessop (@RulingSports) August 12, 2021

Interesting NIL deal. Built will pay all 123 members of the BYU football team--including all 36 walk-ons--an amount equal to the cost of tuition. All players will wear Built branding on their practice helmets and participate in events for Built. https://t.co/g2NVnFCsrI
— Gabe Feldman (@SportsLawGuy) August 12, 2021

Wow. This is a really meaningful deal. https://t.co/dpggBe2Q6r
— Darren Rovell (@darrenrovell) August 12, 2021

BYU inks groundbreaking NIL deal that might be the most creative in college football https://t.co/KCWYyidFVI
— FootballScoop (@FootballScoop) August 12, 2021

It would be cool if more NIL deals may for walk on tuition. But I can't imagine there are many FBS schools with cheaper tuition than BYU. If you're going to pilot this kind of program, that seems like a good place to do it, no?
— HIRE MATT BROWN (@MattBrownEP) August 12, 2021

Interesting NIL deal from BYU that really seems to toe the line on the grey area the NCAA’s interim policy has introduced. https://t.co/BPJwkq1k4o pic.twitter.com/BDUadKRR0I
— Bryan Fischer (@BryanDFischer) August 12, 2021

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