There are three Jewish students (from 35,743) enrolled at Brigham Young University, a private college in Provo, Utah, run by The Church of Jesus Christ of Latter-day Saints. And one of them happens to be the football team's quarterback.
Jake Retzlaff, 21, led the BYU Cougars to a 10-2 record this season and earned press, popularity and a potential Alamo bowl bid along the way. He also collected one beloved nickname“BYJew,” something he uses himself, and the school, students, and state of Utah have hugged her star player– they are equal selling t-shirts.
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Now, with the Cougars finishing the season ranked 17th in the AP Top 25Retzlaff has signed a NIL (Name, Image and Likeness) agreement with Manischewitz, a Kosher food company.
Both sides DESIGNATED News in a video on Thursday.
We're proud to announce a collaboration that everyone saw coming:@jretz11 (AKA: BYJew) & Manischewitz!
Jake made history this year as the first Jewish quarterback at Brigham Young University. The most famous Jewish brand in the world is thrilled to sponsor him on his journey! pic.twitter.com/lcUJA5eeRT— Manischewitz (@ManischewitzCo) December 4, 2024
The deal includes special edition boxes of Retzlaff Matzo and QB endorsing the brand on social media.
“Manischewitz has always been a part of my life,” Retzlaff said in a statement. “I grew up with peanut butter matzo as my favorite food, and every Passover, my family and I would make matzo pizza together. At Chanukah time our tradition was to make potato latkes. Now, at BYU, I am able to share these traditions with my teammates This partnership is about more than football – it's about making connections and celebrating Jewish pride in ways I never expected never.
Manischewitz was founded in 1888 in Ohio. The 136-year-old company, now based in New Jersey, makes traditional Jewish foods and kosher products such as pasta, wine and matzo.
The deal does not include Manischewitz's wine, however, like many on social media hastened to point out.
Drinking alcohol is strictly prohibited at BYU code of conduct. The rules include abstinence from extramarital sex, alcoholic beverages, tobacco, vaping, marijuana, and even tea and coffee.
“We are very proud to officially welcome Jake to the Manischewitz family this holiday season,” said Shani Seidman, chief marketing officer of Kayco, Manischewitz's parent company. “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.”
The value of Retzlaff's NIL deal with Manischewitz has not been made public, for Sportico.