DENVER – BYU basketball junior Richie Saunders has secured an NIL deal with Ore-Ida Potatoes.

The “Heir King” has officially arrived.

Ore-Ida, a well-known frozen potato brand, has partnered with Saunders for a Name, Image, and Likeness deal.

The campaign branding Saunders as the “Heir King” is a nod to Michael Jordan’s famous rookie-year photoshoot featuring his iconic Jordan sneakers.

Free Tater Tots for America

Ore-Ida is engaging fans through Saunders’ NIL deal. For each NCAA Tournament game that BYU wins, Ore-Ida will provide free tater tots for 30 minutes following the game’s conclusion. Fans can claim their free tots via a link on Ore-Ida’s Instagram page if BYU secures a victory.

BYU is set to face No. 11 seed VCU today at 2:05 p.m. (MDT) on TNT and KSL NewsRadio (102.7 FM, 1160 AM).

Richie Saunders: Tater Tot Star

The story gained massive attention on social media during the Big 12 Tournament in Kansas City.

Now, with the NCAA Tournament underway, the spotlight is only growing.

Richie Saunders Prepares for the NCAA Tournament

If BYU advances in the “Big Dance,” expect Saunders’ family connection to the invention of tater tots to become an even bigger topic of conversation as he plays on a national stage.

Saunders laughed when asked about his newfound fame off the court.

“It’s hilarious. I don’t know where it came from—it just popped up out of nowhere,” said Saunders.

“My great-grandpa founded Ore-Ida, which created the tater tot. I have no idea how this story started. Maybe Tyson (Jex) knows. But we’ve had a lot of laughs at home and eaten a lot of tater tots.”

The story gained traction after Michael Mower, Senior Advisor of Community Outreach and Intergovernmental Relations for Utah Governor Spencer J. Cox, tweeted about the connection on X.

BYU vs. VCU

First Round – 2025 NCAA Tournament

Location: Denver, Colorado

Arena: Ball Arena

Tip-Off: 2:05 p.m. (MDT)

TV: TNT

Radio: KSL NewsRadio (102.7 FM,

1160 AM – Extended pregame starts at Noon)