BYU Quarterback Jake Retzlaff Scores Perfect NIL Deal

BYU quarterback (QB) Jake Retzlaff just inked one of the first Name, Image, and Likeness (NIL) deals of its kind. 

Retzlaff is the first Jewish QB in the program’s history. So, it’s only fitting that he signed with Manischewitz, a kosher food company.

The quarterback, nicknamed “BYJew,” completely leaned into character for the deal. 

In the advertisement, Retzlaff plays into the recent changes made by the NCAA. The organization recently moved National Signing Day up two weeks. Poking fun at the announcement, Retzlaff announces his joining of Team Manischewitz with a jersey and an autographed box of matzo. 

“We are so proud to welcome Jake officially into the Manischewitz family this holiday season,” said Shani Seidman, CMO of Kayco, parent company of Manischewitz. “He is such an inspiration, and we are honored to support his exciting football career and dream. This partnership represents everything the brand aspires to be – celebrating our heritage and bringing awareness to Jewish food and excellence.” 

New York-based writer and comedian Eitan Levine made the deal possible after he was inspired by Retzlaff’s story.

“Jake Retzlaff is a story we rarely see – a Jewish athlete thriving in one of the least likely environments for our community. His success is a reminder of the power of representation and pride,” Levine said. “Partnering with Manischewitz was a perfect fit, and it’s been amazing to see how his story has resonated nationally. This isn’t just a sponsorship; it’s a moment of cultural celebration.”

Retzlaff’s history with the product

Manischewitz is set to launch a limited-edition matzo box featuring Retzlaff. They also announced they will be sharing content related to his personal family traditions and recipes.

“Manischewitz has always been part of my life,” Retzlaff said in a statement. “I grew up with matzo with peanut butter as my favorite snack, and every Passover, my family and I made matzo pizza together. At Chanukah time our tradition was making potato latkes. Now, at BYU, I’m able to share these traditions with my teammates. This partnership is about more than football — it’s about creating connections and celebrating Jewish pride in ways I never expected,” NIL Daily on SI reports.

How he is capitalizing off on his differences

Retzlaff is just one of three students at the Latter-day Saints University. He’s not ashamed of what makes him different, though.

“If you are a really small minority someplace you sort of have two choices; either you kind of go underground or you go public… and Jake has chosen to be public,” his Rabbi, Jonathan Kupetz says.

The 22-year-old’s path to being the school’s starting QB wasn’t easy. He received no scholarship offers out of high school and attended two junior colleges before BYU noticed him. 

It’s one thing to be one of the few students who go to the school following a different faith. It’s another to be the face of the university, a role that comes with immense attention.

Retzlaff isn’t worried about that, though. He wants everyone to embrace his differences.

“BYJew is awesome because it puts together BYU and Jew together which should not be together in any way whatsoever- but it is because of football and because of me and where I’m at,” he says. “I just want to employ everybody to say it. Say it all you want,” ESPN reports.

Victoria Jonach is an aspiring writer and media analyst fascinated by the activities players participate in off the football field. Growing up in New Jersey, she is a New York Giants fan and attends Rutgers University, pursuing a career in Journalism and Media Studies. She writes for FirstRoundMock.com covering anticipated draft picks and their acts of volunteerism, entrepreneurship, and other interests that shape these individuals.