How the Viral Tater Tots NIL Deal Took Over BYU Men’s Basketball

Before the Sweet 16, BYU’s Richie Saunders discussed how the viral NIL deal came together.

BYU forward Richie Saunders explained to reporters that he wasn’t the one to reveal that his great grandfather, F. “Nephie” Griggs, invented Tater Tots. The secret was uncovered during the Big 12 men’s basketball tournament this year, when ESPN announcers found a tweet and shared it with the world.

Soon after, Ore-Ida, the potato-based frozen food brand owned by Kraft Heinz and trademark holder of “Tater Tot,” reached out to Saunders with an idea for a NIL (name, image, and likeness) deal.

Saunders had already gained attention for his on-court performance throughout the season—being named Big 12 Player of the Year and helping the Cougars reach their first Sweet 16 since 2011. But in the NIL era, in-game performance is just part of the March Madness story. The viral deal and the publicity surrounding it highlight how brands quickly act to take advantage of the platform the NCAA tournament provides—and how beneficial that platform can be for both players and brands.

“I think Ore-Ida has done a really good job because they jumped on the ship real quick,” Saunders said at a Sweet 16 pregame press conference. “A lot of it is up to them if they want to try to cash in—I feel like they have.”

To make the deal happen, Ore-Ida sent a team to Denver, where Saunders was preparing for BYU’s early-round games. The campaign, which labeled Saunders as the Tater Tot Heir and featured a photo of him holding a bag of the product on a basketball court, launched on March 20, the first day of the Round of 64. The deal allows fans to get free Tater Tots for 30 minutes after every game the Cougars win in the tournament. Ahead of the Sweet 16, Ore-Ida rebranded itself as “Ore-Richie.”

Since then, Ore-Ida and Tater Tots have received plenty of free exposure. CBS announcer Dana Jacobson showcased a basket of tots during the Round of 64 game while highlighting the deal. BYU quarterback Jake Retzlaff, also known for a creative NIL deal tied to his family’s legacy with Manischewitz, posted a photo eating a hot dog with Tater Tots during the Round of 32 game against Wisconsin. Saunders shared that the tots have sold out throughout Utah County this week.

The entire team seems to support the brand. Players chanted “Tater Tots” to celebrate Saunders in the locker room and laughed when asked about the deal during the Sweet 16 pregame press conference. “Every time we go to team meals, we’re always joking about, ‘where’s the Tater Tots?’” BYU player Trevin Knell told reporters. Coach Young mentioned the team finally had tots as part of their meal recently. Egor Demin, originally from Moscow, tried them for the first time at that meal. (“It was good,” he said. “I found out it’s potato. I always thought it’s something sweet.”)

“Richie is an unbelievable guy, so I’m happy that his play, number one, is what’s gotten him in the spotlight,” Young told reporters. “And the tots is a huge bonus for everybody.”

While many coaches have criticized players for focusing on NIL earnings during the season, Saunders said that Young has encouraged him to balance making money with playing and practicing. “He’s kind of helped me see, like, being a professional basketball player, you have to have these kinds of conversations during the season,” Saunders said. “It can’t take away from your focus. But you need to have them.”

However, Saunders emphasized that his current focus is solely on the court. The Cougars will face Alabama on Thursday night. “Your focus is not trying to promote Tater Tots,” he said. “It’s about winning games. And in turn, the Tater Tots are going to win too. Know what I’m saying?”