BYU’s Richie Saunders Hits It Big with Tater Tot NIL Deal
Richie Saunders, a junior at BYU, has secured a Name, Image, and Likeness deal with Ore-Ida Potatoes.
The “Heir King” has arrived.
Ore-Ida, a well-known brand of frozen potato products, has partnered with Saunders for an NIL agreement.
Referring to Saunders as the “Heir King” is a nod to the famous Michael Jordan rookie photo shoot featuring his Jordan shoes.
Free Tater Tots for Fans
Ore-Ida is including fans in Saunders’ NIL deal. For every game BYU wins in the NCAA Tournament, Ore-Ida will offer free tater tots for 30 minutes after the game ends. Fans can claim the tots by following the link on Ore-Ida’s Instagram page after BYU’s victories.
BYU’s next game is against No. 11 seed VCU today at 2:05 p.m. (MDT) on TNT and KSL NewsRadio (102.7 FM, 1160 AM).
Richie Saunders: The Tater Tot Icon
The story took off on social media during the Big 12 Tournament in Kansas City. Now, with the NCAA Tournament underway, it’s time for Saunders to take the stage.
If BYU advances far in the “Big Dance,” expect more attention on Saunders’ family history with the creation of tater tots as his profile grows in the tournament.
Saunders chuckled when asked about his new off-court fame during the NCAA Tournament.
“It’s hilarious. I don’t know where that came from. It came out of nowhere,” said Saunders.
“My great-grandpa founded Ore-Ida, which invented the tater tot. I’m not sure how it started. Maybe Tyson (Jex) knows. I’m not sure where it all came from, but we’ve had a lot of laughs in our house and eaten a lot of tater tots.”
The buzz started when Michael Mower, a Senior Advisor for Governor Spencer J. Cox, tweeted about the connection on X.
Saunders’ great-grandfather, F. Nephi Grigg, co-founded Ore-Ida Potatoes.
In response to a video from Sam Farnsworth, Ore-Ida tweeted, “when the tot king speaks, we listen.”
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 in Utah – Extended pregame starts at Noon)
