The BYU NIL strategy has transformed the athletic landscape in Provo, turning what many experts predicted would be a disadvantage into a competitive edge. As the BYU Cougars prepare for a high-stakes matchup against Utah in the legendary "Holy War," the program sits at No. 7 in the AP poll, proving that its unique approach to Name, Image, and Likeness (NIL) is yielding elite results.
While some feared that a private university sponsored by The Church of Jesus Christ of Latter-day Saints would struggle to compete in a market driven by player compensation, the opposite has occurred. Since 2021, when NIL rules first went into effect, BYU has tied with Boise State for the ninth-most victories in college football. This surge in performance suggests that the school’s distinct culture and the new financial landscape are working in tandem rather than in opposition.
Defying the "Mercenary" Trend in College Football
NFL Hall of Famer and former BYU standout Steve Young initially shared the concerns of many observers regarding how the school would navigate this new era. However, he now credits head football coach Kalani Sitake with building a program that resists the transactional nature of modern recruiting.
Steve Young noted that while many programs are dealing with players who act as "mercenaries" seeking the highest bidder, Sitake has maintained a focus on affinity and unity. According to Young, the coach has successfully integrated the necessity of payment with the school's traditional values.
"Right now, it's a zero-sum game, right? It's, I'm a mercenary and just pay me," Young observed regarding the broader college landscape. He praised Sitake for acknowledging the need for compensation while still building something unified.
Culture as a Recruiting Advantage
Keith Vorkink, the BYU Vice President of Advancement, emphasized that the university does not aim to lead the NIL market in terms of total dollar amounts. Instead, the goal is to attract student-athletes who value the specific mission and environment of the campus. This philosophy has already shown practical results in player retention.
Key examples of this culture-first approach include:
* Bear Bachmeier: The star quarterback chose to remain with the program despite potential opportunities for higher compensation elsewhere.
* Bruce Branch: The five-star freshman small forward also opted to stay at BYU, prioritizing the environment over maximum market value.
* AJ Dybantsa: A top prospect for the 2026 NBA Draft, Dybantsa thrived in the program after initially knowing little about the school, eventually speaking publicly about his positive experience.
Vorkink noted that before NIL, there were often rumors of under-the-table payments across college sports. He expressed gratitude that the current system allows BYU to participate in player compensation while remaining in full compliance with official policies.
The Role of the Honor Code
One of the most distinct aspects of the BYU NIL strategy is the school’s mandatory honor code. All students, including high-profile athletes, must commit to abstaining from alcohol, tobacco, vaping, marijuana, coffee, and tea. The code also requires students to refrain from sexual relations outside of marriage between a man and a woman.
While critics once thought these restrictions would hamper recruiting in a professionalized era, Steve Young argues the opposite is true. He believes the honor code serves as an invitation to a different kind of experience. By leading with these unique requirements, the university attracts players—both LDS and non-LDS—who are looking for a specific type of structure and community.
Young described this as a "law of love" where the university seeks to support the "whole self" of the athlete. He suggested that for many players, the rules are not restrictive but rather expansive, providing a stable foundation that allows them to thrive on the field.
Looking Toward Legislative Stability
Despite the recent success, both Young and Vorkink believe that the current NIL landscape, which they described as the "wild west," requires more formal regulation. There is a growing desire within the university for a solid framework that provides stability and governance for student-athlete compensation.
Young has advocated for Congressional intervention to balance the competing interests of player pay, the free market of the transfer portal, and the importance of graduation. He mentioned that some schools have even considered classifying student-athletes as employees to create more structure.
For now, BYU continues to move forward with its own model. The school reached as high as No. 2 in the polls earlier this season after a victory over Notre Dame. As they continue their climb, the program remains committed to what Steve Young calls "the BYU way."
Frequently Asked Questions
How has BYU performed in the win column since NIL began?
Since the start of the NIL era in 2021, BYU has tied with Boise State for the ninth-most wins in college football, reaching a high of No. 2 in the AP poll earlier this season.
Does BYU pay the highest NIL rates in the country?
No, university officials state that their philosophy is not to lead the market in compensation. Instead, they focus on recruiting athletes who align with the school's culture and mission, even if other schools offer higher pay.
What are the requirements for athletes under the BYU honor code?
Athletes must abstain from alcohol, tobacco, coffee, tea, vaping, and marijuana. They must also follow specific standards regarding sexual conduct, which the university views as a way to build a unique and supportive team environment.