The BYU Athletic Department helped to broker endorsement deals for each walk-on football player that would pay for their tuition for at most one year.This arrangement was made possible by recent NCAA rule changes which allow college athletes to make money off their names, images, and likenesses (NIL). It was announced at a team meeting this week. All 123 Cougars football players were offered an endorsement deal by protein bar company Built Brands.For representing the company, scholarship players may receive $1,000 each. Gary Veron, associate athletic director, said that the 36 walk-ons on the roster received what amounts to privately funded scholarships. However, the players can be paid directly and can use the money however they wish.Veron, who coordinates the new NIL program for BYU athletes, said that "We're trying put BYU onto the map for all of the right reasons." "We knew it would be an exciting experience to be among the first to dance in this area.Veron stated to ESPN that NCAA compliance staff and lawyers ensured that players were not offered a blanket deal from a sponsoring company.The NCAA proposed restrictions to prevent schools from making deals for their players, or allowing them to allow players to sign contracts with companies that have a business partnership. The NCAA was forced to update its long-held amateurism rules before July 1. This was due to a series of new laws in over a dozen states, which outlawed the old restrictions that prohibited players from making money. The NCAA decided not to enforce many restrictions due to legal concerns and instead adopted an unusually hands-off approach to regulation of the new market for college athlete endorsements.The NCAA instructed schools to develop their own policies in states without NIL laws. It gave them the vague guidance that athletes were not receiving money as a recruiting incentive or "pay for play." Both of these violations are still NCAA policy. Some states that prompted the change now have laws that are more restrictive and prescriptive that the NCAA's. Utah doesn't have a state law. The arrangement BYU made for its players in several states would be illegal.Veron stated, "We feel blessed because there is no state law in the books."To prove that they are getting compensation for more than their athletic performance, athletes must provide some service or a quid proquo. BYU football players can earn sponsorship money by wearing the Built Brands logos on their practice helmets, and attending at least one event with the company.Because they receive more money, walk-ons must attend two events and promote the company via social media. Veron stated that although BYU was involved in the arrangement, Built pays the players directly.Veron stated that BYU didn't consult NCAA officials to ensure it was not crossing any lines. A spokesperson for the NCAA did not respond to questions regarding the deal.Veron stated, "This is new territory for everyone." "The NCAA has been removed in terms of guidance. "I hope they stay out of that place."Each player will get a deal for one year. Built Brands hasn't committed to repeating the offer next year. Veron however said that he believes the company won't stop offering the same deal in the future. Built also signed a multiyear sponsorship agreement with the school.Kalani Sitake, head coach, said that he was overwhelmed by emotion after discussing the arrangement and Nick Greer, Built CEO.Sitake stated that he loves the boys and was overwhelmed by gratitude for the opportunity to partner with a company that is committed to helping BYU football build a culture of love, learning and enhancing the experience for all.Sitake and Greer will discuss the partnership's first-of-its kind at a Friday news conference.
