Kevin Young Talks BYU’s NIL Support During NCAA Tournament
At the East Regional inside the Prudential Center, BYU basketball finds itself as the new contender.
This regional features traditional powerhouses like Duke, the western giant Arizona, and Alabama, a rising force under Nate Oats, which has become a fixture in the second weekend of the tournament.
BYU basketball has a storied history, but the team hasn’t often experienced seasons like the one head coach Kevin Young has achieved in his debut year.
The Cougars are in the Sweet 16 for the first time since 2011, marking only their third appearance in the second weekend of the NCAA Tournament since the tournament began seeding teams.
Many have pointed to BYU’s thriving NIL (Name, Image, Likeness) program as a driving factor in their newfound success.
Last summer, CBS Sports’ Matt Norlander polled anonymous college coaches about which programs had the best NIL situations.
BYU came in with the third-highest number of votes.
Prominent donors like Paul Liljenquist, CEO of Focus Services, have told ESPN.com, “You’re not going to outbid us” when discussing BYU’s NIL potential.
Since Kevin Young was hired last April, the Cougars have assembled a top-10 recruiting class for 2025, featuring the nation’s No. 1 recruit, AJ Dybantsa.
They also brought in five-star point guard Egor Demin from Real Madrid, a player projected as a potential NBA Lottery pick this June.
Kevin Young has also managed to keep key players from last year’s team, including Richie Saunders, who earned Big 12’s “Most Improved Player” title this season.
Saunders had considered following Mark Pope to Kentucky but decided to stay and play for Kevin Young.
BYU also successfully pulled Dallin Hall back from the transfer portal, in addition to adding transfers Keba Keita from Utah and Mawot Mag from Rutgers, both of whom have become starters on this Sweet 16 team.
Kevin Young Discusses BYU’s Donor Base
In a press conference on Wednesday in Newark, Young was asked how much credit should go to BYU’s donor base for the team’s current success.
“If you can show me a school whose donors don’t deserve credit, I’m all ears,” Young replied. “That’s just the reality. People make a lot of that in today’s environment, but to me, it’s the starting point. It’s not a separator. And as things evolve, it’s getting more regulated, so it won’t be the deciding factor—it’s the foundation.”
When Young was considering becoming BYU’s head coach, he reached out to a friend, Saint Joseph’s coach Billy Lange.
Lange, aware of Young’s NBA background but unfamiliar with college basketball, advised him to explore BYU’s NIL situation.
Through discussions with BYU administrators during the interview process, Young believed BYU’s NIL infrastructure would be competitive from day one.
The Passion of BYU’s Base
Young credits BYU’s passionate donors and fan base as a significant factor in the program’s success.
“One of the main reasons I wanted to come to BYU was because of the fan base, the donor base, and the overall support,” Young explained. “BYU is unmatched in terms of how much people love the school and what it represents. The alumni who’ve gone on to be successful—many still living in Utah—are a huge part of that success.”
He noted that traveling south on I-15 from Salt Lake City, one encounters numerous startups and tech companies founded by successful BYU alumni.
Building an NBA-Level Program at BYU
Along with the NIL support, Young is focused on creating an NBA-style program at BYU. His coaching staff and many members of the program, including nutritionists, have NBA ties.
This NBA connection played a key role in AJ Dybantsa choosing BYU over schools like Alabama, North Carolina, and Kansas State.
“This place is set up for success. I’m certainly benefiting from it, but it’s about more than just that,” said Young.
“What we’re seeing in college sports is that you need the full package. You can’t focus on just one part. You need fun, a solid blueprint, systems in place, player development, and a style of play. That’s what we’re trying to do—check all the boxes.”
BYU vs. Alabama
Regional Semifinals – 2025 NCAA Tournament
Location: Newark, New Jersey
Arena: Prudential Center
Date: Thursday, March 27, 2025
Tip-Off: 5:09 p.m. (MDT) / 7:09 p.m. (EDT)
TV: CBS
Radio: KSL NewsRadio (102.7 FM, 1160 AM in Utah — Extended pregame begins at 3 p.m. MDT / 5 p.m. EDT)
