BYU unveiled a groundbreaking partnership with Built Brands, LLC, an American Fork-based business that specializes in protein bars and energy supplements. The local company inked an individual sponsorship with each player, but specifically sponsored the Cougars' walk-on football players to endorse their product through practice gear, product placement and social media, in exchange for a year's worth of tuition for each player.
Did the first-of-its-kind deal change the game in the wild, wild west of name, image and likeness?
