BYU thrives in NIL era by holding on to its culture, Steve Young praises coach Sitake

NFL legend Steve Young is impressed by how Brigham Young University, or BYU, has moved forward in the era of name, image and likeness (NIL) earnings. In his view, the culture of honour built by head coach Kalani Sitake is the university's greatest strength.

When NIL transformed college football in 2021, Young wondered how BYU would cope. In his own words, he asked himself how BYU was going to do this, and how in the world it would manage.

But the opposite has happened. Since 2021, BYU is tied with Boise State for the ninth-most wins in college football. The Cougars are currently No. 7 in the AP poll and reached No. 2 after beating Notre Dame.

With a win over No. 3 Utah in the Holy War match on Saturday, BYU has an opportunity to climb to the top of the polls once again.

In Young's view, NIL did not shut BYU out of the recruiting race but instead gave the school an opportunity to enter it.

Keith Vorkink, BYU's vice president of advancement, said there were rumoured payments to players long before NIL arrived. He said he was not throwing anyone under the bus, but the university has always tried to follow the rules of the time, and it is grateful for the avenue that opened up to take part in compliance.

BYU is a private university in Provo, Utah, sponsored by The Church of Jesus Christ of Latter-day Saints. Vorkink answered the question of how such an institution adapts to the NIL world without losing its core values by pointing to its culture.

In his words, their work was to figure out their place in the NIL space while never displacing the primary role of the university's mission. Coach Kalani Sitake embraces the distinctive role of the university and the athletic department. They want student athletes to come because of the culture Sitake brings, which aligns with the university and the church.

Vorkink added that BYU does not want to lead the NIL market. The school wants students to come for the culture, not primarily for the money.

Young said it is hard to build affinity. In his view, what Sitake has done is nearly impossible, yet he is doing it in a really complex environment that works against affinity and a spirit of abundance.

Young said the game has become zero-sum, with players acting like mercenaries who just want to be paid. But Sitake has built something different, recognising that players need to be paid and taking care of that, and then building something unified. That culture is what is carrying BYU forward.