Built Brands enters name, image and likeness partnership with BYU football to pay walk-on tuition

BYU football announced a groundbreaking name, image and likeness agreement with Utah company Built Brands on Thursday, August 12, which includes the coverage of tuition for all walk-on players on the roster.

Built, the Spanish Fork-based company known for its protein Built Bars, took advantage of the recent name, image and likeness (NIL) regulation changes in college football by agreeing to compensate all 123 members of the team in a multi-year partnership. For the team’s 36 walk-ons who are not on scholarship, the agreement will pay tuition costs for the academic year.

“When Nick Greer (Built co-founder) called to tell me that Built was committed to entering into NIL deals which would pay our walk-ons enough money to cover their tuition for the full academic year, I could not hold back my emotions,” BYU head coach Kalani Sitake said.

“I love these boys, and I am overwhelmed with gratitude to be partnering with a company that is equally committed to assisting BYU football in building a culture of love and learning while enhancing the experience for all players.”

Sitake said last week in training camp that he wished every player on his roster could enjoy the benefit of a scholarship. The enhanced partnership with Built will accomplish just that while providing additional financial support for the program over the next several years.

“Cougar players know success happens when every player invests in each other to do what’s best for the team,” Greer said. “That’s what we believe at Built too, and we’re excited to support every player of the BYU football team.”

Players will sport Built branding on their practice gear and participate in different promotions for the company, including through social media. Built has also signed several individual players on the team to their own personal deals.

“With the changes in the NIL space, we have embraced the role of advocates as our student-athletes involve themselves in quality opportunities to use NIL to help earn additional income,” BYU Athletic Director Tom Holmoe said. “Our newly launched Built4Life program has been instrumental in helping educate, support and find creative and permissible ways for our student-athletes to maximize their potential.”