BYU’s Richie Saunders’ NIL Deal with Ore-Ida Has a Legendary Backstory
Richie Saunders, a rising basketball star at BYU, is not only making a name for himself on the court but is also tied to a significant legacy in American food history.
Through his great-grandfather, F. Nephi Grigg, Saunders is connected to a famous snack brand, and his journey has come full circle. He now celebrates an exclusive NIL deal with Ore-Ida, the renowned maker of tater tots—an iconic creation by his own family. As BYU makes its mark in March Madness, Saunders is bringing this rich family history into the spotlight.
In 1953, Grigg co-founded Ore-Ida and invented the beloved potato bites, using leftover potato scraps in a way that transformed the frozen food industry in the post-war era. The company, named after Oregon and Idaho, holds the trademark for the name “Tater Tots,” and Saunders’ connection to Ore-Ida highlights the lasting influence of his family’s innovation.
The NIL deal is not just a tribute to the past but also a strategic marketing move. Following BYU’s victories in the NCAA tournament, Ore-Ida launches a 30-minute “Tot Clock,” offering fans a limited-time opportunity to claim free Tater Tots.
This interactive campaign ties into the tournament excitement, providing fans with a fun way to celebrate the Cougars’ success. As Saunders leads BYU through March Madness, the “Tater Tot Heir” shines a light on his family’s legacy, creating a special bond between fans and food lovers.
With the focus now on Saunders and the Cougars’ tournament journey, Ore-Ida’s partnership with him adds a personal touch to the event’s excitement.
“We’re teaming up with basketball star Richie Saunders, the great-grandson of Ore-Ida’s founder and Tater Tots inventor, to give away free tots if his team wins today,” Ore-Ida posted on X (formerly Twitter). Saunders’ creative marketing, including a photoshoot inspired by Michael Jordan’s iconic Nike campaign, ensures BYU remains at the center of attention.
