There are three Jewish students (out of 35,743) enrolled in 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 gained press, popularity, and a possible Alamo bowl bid, along the way. He also garnered an endearing nickname, "BYJew," something he uses himself, and the school, students, and state of Utah have embraced its star player—they're even selling T-shirts.Related: Why Every Athlete Should Think Like a Startup Founder Now, with the Cougars finishing the season ranked No. 17 in the AP Top 25, Retzlaff has signed an NIL (Name, Image, and Likeness) deal with the Manischewitz, a Kosher food company.Both parties announced the news in a video Thursday. We are proud to announce a collab that everyone saw coming:@jretz11 (AKA: BYJew) & Manischewitz!Jake made history this year as the first Jewish quarterback at Brigham Young University. The world's most famous Jewish brand, is thrilled to be sponsoring him on his journey! pic.twitter.com/lcUJA5eeRT— Manischewitz (@ManischewitzCo) December 4, 2024The deal includes special-edition Retzlaff Matzo boxes and the QB supporting the brand on social media."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."Manischewitz was founded in 1888 in Ohio. The 136-year-old company, now based in New Jersey, manufactures traditional Jewish food and kosher products like macaroons, wine, and matzo. Related: This Celebrity Chef Got His Start Cooking for His Football Teammates — Here's How He Turned It Into a CareerThe deal does not include Manischewitz wine, though, as many on social media were quick to point out.Drinking alcohol is strictly prohibited by BYU's code of conduct. Rules include abstaining from sex outside marriage, alcoholic beverages, tobacco, vaping, marijuana, and even tea and coffee."We are so proud to welcome Jake officially into the Manischewitz family this holiday season," said Shani Seidman, chief marketing officer of Kayco, the 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." The value of Retzlaff's NIL deal with Manischewitz has not been publicly disclosed, per Sportico.

BYU Quarterback Jake Retzlaff Inks Manischewitz NIL Agreement

Among the 35,743 enrolled at Brigham Young University—a private institution in Provo, Utah, affiliated with the Church of Jesus Christ of Latter-day Saints—there are three Jewish students. One of them is the quarterback for the football team. Jake Retzlaff, age 21, helped the BYU Cougars achieve a 10-2 record this season, gaining media attention, fans, […]

Among the 35,743 enrolled at Brigham Young University—a private institution in Provo, Utah, affiliated with the Church of Jesus Christ of Latter-day Saints—there are three Jewish students. One of them is the quarterback for the football team.

Jake Retzlaff, age 21, helped the BYU Cougars achieve a 10-2 record this season, gaining media attention, fans, and a potential bid for the Alamo bowl. He has also earned an adorable moniker, “BYJew,” which he himself embraces. The university, its students, and the state of Utah have celebrated their standout athlete—and they’re even selling merchandise.

With the Cougars finishing the season ranked No. 17 in the AP Top 25, Retzlaff has entered into an NIL (Name, Image, and Likeness) agreement with Manischewitz, a provider of Kosher food.

The announcement came via a video on Thursday, highlighting both parties’ excitement about the partnership.

We are thrilled to unveil a collaboration that many anticipated:@jretz11 (aka BYJew) & Manischewitz!
Jake has made history this season as BYU’s first Jewish quarterback. The most renowned Jewish brand is excited to sponsor him on his journey! pic.twitter.com/lcUJA5eeRT

— Manischewitz (@ManischewitzCo) December 4, 2024

This arrangement features limited-edition Retzlaff Matzo boxes, along with the quarterback promoting the brand on his social media platforms.

“Manischewitz has always been a part of my upbringing,” Retzlaff stated. “Growing up, matzo with peanut butter was my go-to snack, and during Passover, my family and I made matzo pizza together. At Chanukah, we had a tradition of making potato latkes. Now, as a student at BYU, I can share these customs with my teammates. This collaboration goes beyond football—it’s about fostering connections and honoring Jewish pride in unexpected ways.”

Founded in 1888 in Ohio, Manischewitz is now located in New Jersey and produces classic Jewish foods and kosher products, such as macaroons, wine, and matzo.

The agreement does not encompass Manischewitz wine, as many users on social media pointed out.

BYU’s code of conduct strictly forbids alcohol consumption. The regulations include refraining from sexual relations outside marriage, alcoholic drinks, tobacco, vaping, marijuana, and even coffee and tea.

“We are excited to officially welcome Jake into the Manischewitz family this holiday season,” stated Shani Seidman, chief marketing officer of Kayco, the company that owns Manischewitz. “He serves as an inspiration, and we are privileged to support his thrilling football journey and aspirations. This collaboration embodies everything our brand aims to represent—honoring our heritage and elevating the appreciation for Jewish cuisine and excellence.”

The exact value of Retzlaff’s NIL agreement with Manischewitz has not been revealed publicly, according to Sportico.