BYU isn’t playing with a hand tied behind its back anymore.
Big 12 membership, P4 money, resources to establish and take care of assistants and staff and wins — all of it makes a difference in BYU’s attempt to be relevant in major college sports.
You’ve already seen it in basketball with the hire of NBA coach Kevin Young, an expanded hoops staff, the signing of Russian phenom Egor Demin, Purdue-flip Kanon Catchings, Utah transfer Keba Keita, and USC-flip Brody Kozlowski. Oh, and don’t forget the first-ever signing of a five-star and projected No. 1 NBA draft pick in AJ Dybantsa from the class of 2025.
It’s now apparent that in the past few weeks, this has carried over to football after Utah defensive tackle star Keanu Tanuvasa signed with BYU out of the transfer portal, filling a key role for defensive coordinator Jay Hiill with the departure of Bruce Mitchell, John Nelson and Tyler Batty from the Cougars’ D-line.
Tanuvasa told BYUtv “Sports Nation” that he loves Kalani Sitake’s approach and his mantra.
“What’s huge about the culture at BYU is that they love and learn,” said Tanuvasa. “That means they love the process and love their opponents. That’s huge. People don’t understand in order to reach your full potential, you have to love the process and not just the end result.
“That’s one thing I learned in talking to the coaches and some of the players, that they really do love the process and they are willing to learn from every moment regardless of the wins or loss, the good or bad days, the tough moments, the problems and mistakes,” he continued. “That’s what I want to do in my life is love and learn in everything I do. That’s what shaped me into what I am and what I can do after the university.”
Just to clarify all the speculation- Utah offered enough NIL to keep Nu.
I know it’s difficult to get but when the heavens speak- our family strives to follow quickly! @JtWistrcill pic.twitter.com/7qh2Pk10n7
— Shawn Tanuvasa (@ShawnTanuvasa) January 3, 2025
Two other big additions to the BYU football program are Michigan offensive tackle transfer Andrew Gentry, who could have gone anywhere out of the transfer portal, and former Ute tight end Carsen Ryan. There’s also the annexing of Texas rush end Tausili Akana as well as four-star Ute commit Hunter Clegg, a returning missionary defensive end from American Fork, and the retention of star receiver Chase Roberts.
With all this you get the idea that Sitake has found recruiting momentum for his 11-2 Alamo Bowl champs.
There’s a flywheel effect going on.
Why?
Well, much to the chagrin of BYU detractors, who’ve hoped for years the sponsoring church would pull the plug on athletics, the opposite has happened with a commitment to excellence at every corner of the university, perhaps most visibly in athletics where BYU celebrated national titles in men’s and women’s cross-country this past fall.
Money?
Certainly that’s part of it as part of a Power-Four conference. But it is not the most significant part. BYU is winning on culture, including the honor code. Its focus is on helping athletes become the best men and women they can be. It’s evident in the way Ed Eyestone and Diljeet Taylor have turned runners into champions in cross-country and track (including BYU athletes who have transitioned to the pros), and Young and Sitake have built around love and respect in the revenue-generating sports of basketball and football.
The decision was made with BYU Big 12 membership that Cougar athletes and coaches wouldn’t be hamstrung. They would be given every competitive advantage possible within the framework of the school’s values.
Folks saw that firsthand when the football team achieved a No. 6 spot in the CFP rankings and was nine points from making the Big 12 title game and possible College Football Playoff berth. BYU has always had a vast alumni base that is highly motivated to contribute to BYU athletics. But it’s heightened now with BYU in a power conference and the changes that have come to college athletics.
The result is what you see in the retention of coaches like Sitake, Hill, offensive coordinator Aaron Roderick and special teams coordinator Kelly Poppinga, as well as other assistants and advisers. Sitake told reporters after he was extended in December his priority was to enhance the salaries of his assistant coaches, and it was his priority.
In 2023, BYU hired Ryan Phillips to head football strength and conditioning, a talent who’d worked at Louisville, Purdue, Virginia, Mississippi State and Indiana. Observers believe BYU football players have never been stronger and faster than in 2024.
A rival like Utah has had a 13-year head start on BYU with power conference resources, paying coaches, adding staff, building facilities, putting fireplaces in coaches’ offices and excelling at recruiting and development of players.
The internet would have you believe that Utah Jazz owner Ryan Smith is the main resource fueling BYU NIL, but that would be in error. Many BYU donors are anxious and engaged in contributing to NIL collectives for recruiting. Smith even dispelled the notion he bankrolled the NIL deal to sign Dybantsa. Outside of buying season tickets, he proclaimed he did not contribute to Dybantsa’s NIL.
Haha @Teddyferrin. Miss you brother. Love the passion but fyi cant take credit…I’m not the donor here. Outside of buying tickets to BYU games, I didn’t give any money to bring AJ to BYU…Gotta give credit where credit is due and this is all about Kevin Young, the environment of… https://t.co/d0StE3R7XD
— Ryan Smith (@RyanQualtrics) December 13, 2024
In the 2025-26 academic school year, after operating with half Big 12 P4 money estimated at $18 million, BYU is now budgeting its athletics program with a full share. In 2023, that full share was $44 million, according to The New York Times.
There is expected additional money from the league’s share of bowl games and NCAA basketball tournament revenue that will push the payout beyond $50 million.
That changes the playing field for BYU.
And what about BYU’s NIL collectives?
BYU’s record of competing in NIL the past eight months speaks for itself.
It was loud and clear with the signing of Tanuvasa this past weekend as negotiations seesawed back and forth for days. But with top players, money is available at many schools, and he talked to many coaches. BYU has the coaching talent, the facilities and a culture that is attracting athletes from all corners (and of all faiths).
