March Madness Turns into Tater Tot Frenzy Thanks to BYU’s Richie Saunders
BYU forward Richie Saunders, seen at the front right, drives towards the basket as Wisconsin’s Nolan Winter (31) defends during the second half of the NCAA basketball tournament’s second round on Saturday, March 22, 2025, in Denver.
Some players excel in high-pressure situations, but BYU’s Richie Saunders thrives in the deep fryer.
The gritty forward who helped propel BYU to the Sweet 16 is a descendant of the man who invented tater tots. Saunders has capitalized on this family connection, securing an endorsement deal that features him in advertisements while providing free tater tots whenever BYU wins in the NCAA Tournament.
BYU is hungry for more.
“When all you eat is tater tots,” Saunders said, “it definitely makes it easier.”
The beloved snack has made its way onto BYU’s school lunch menu.
BYU coach Kevin Young was surprised it took so long for tater tots to be added to the menu. Saunders has teamed up with Ore-Ida — now rebranded as Ore-Richie for the duration of BYU’s tournament run — becoming the most popular potato spokesperson since Napoleon Dynamite. The Cougars enjoy the crispy snack at every opportunity, from lifelong fans who pair them with burgers and hot dogs to those tasting them for the first time.
“It was good. It’s potato, I guess,” said Russian recruit Egor Demin. “I found out it’s potato. I always thought it was something sweet.”
BYU has become the talk of the town during March Madness, advancing to the Sweet 16 for the first time since Jimmer Fredette led them there in 2011. The Cougars haven’t reached a regional final since 1981 and could get there with a win over second-seeded Alabama at the Prudential Center in New Jersey on Thursday.
Saunders and his tater tot legacy — his great-grandfather, F. “Nephi” Griggs, founded Ore-Ida — have become an unexpected highlight of a tournament mostly void of major upsets. Saunders quickly acknowledges that tater tots are big business for the Big 12’s Most Improved Player, but basketball is the real reason BYU remains alive in March.
BYU plays with speed, focusing on 3-point shooting, ranking 23rd in the nation for attempts, and quick points in the paint, which has boosted their 10th-place spot in KenPom’s offensive efficiency rankings.
“I think the reason we’re here is to play basketball,” Saunders said. “You win at basketball, good things happen off the court.”
This stroke of good fortune has been no small potatoes for Saunders.
Ore-Ida not only renamed the brand in his honor but is also giving away free tots nationwide from tipoff to the final buzzer of BYU’s Sweet 16 game. If the Cougars win their first national championship — they are 80-1 longshots, according to BetMGM Sportsbook — Ore-Ida will introduce a limited-edition product: “Richie’s Tater Shots,” inspired by Saunders’ jump shot.
“It’s been a super-fun partnership,” Saunders said. “It’s been so random, but so awesome. They’ve been so good.”
Saunders’ connection to the tot took off during the Big 12 Tournament, and the story followed him to Denver, where BYU defeated VCU and third-seeded Wisconsin. Saunders, averaging 20.5 points, 5.5 rebounds, and 1.5 assists in the tournament, not only focused on the game but also promoted the potato snack.
“I think Ore-Ida has done a really good job because they jumped on the bandwagon quickly,” he said. “They flew a team to Denver when we were there. A lot of it is up to them if they want to cash in, like I feel they have. Tater tots have been sold out in Utah County all week.”
While some coaches might have been concerned about the distraction, Young encouraged his players to embrace the new opportunities the NIL world offers.
“Balancing all that has been interesting, especially during a time when your focus needs to be so high,” Saunders said. “Usually, I like to separate myself. I’ll worry about NIL after the season. (Young) has helped me realize that, as a professional, you have to handle these things during the season.”
This is just the beginning of the tater tot craze at BYU: Win or lose against Alabama, the Cougars will be joined next season by AJ Dybantsa, the nation’s top recruit, who made waves when he signed a NIL deal with BYU reportedly worth $5 million to $7 million.
Not everyone is a fan of the spud: Three-time AP NFL Defensive Player of the Year JJ Watt — a Wisconsin alum — took to social media to announce he was “boycotting tater tots for the next 48 hours” after BYU beat the Badgers last weekend.
That’s great news for Utah and all the BYU spec-taters. More tots for everyone else!
“It’s kind of funny how tater tots have become such a big thing with the whole team now,” BYU guard Trevin Knell said. “Every time we go to team meals, we joke about where the tater tots are. But shout-out to Richie and his great-grandpa, honestly.”
