Built Brands — a company that produces protein, protein bars and energy products — announced a multiyear NIL agreement with Brigham Young University that will include compensation to all 123 members of the Cougars' football team, as well as provide full tuition for walk-on players.
The groundbreaking, full-team agreement calls for players to wear Built branding on their practice helmets and participate in experiential events for Built. Walk-on players will provide additional "social media and experience promotions" for Built, according to a statement, as reported by Sports Illustrated.
BYU head coach Kalani Sitake said his biggest hope was that NIL discussions would serve to benefit players, especially the team's walk-ons.
"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. "When [Build Brands founder] Nick Greer 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."
Thousands of collegiate student-athletes across the country began profiting from new NIL rules that took effect July 1 — mostly through individual endorsement deals. BYU opens its season Sept. 4 at Arizona.