BYU Enjoys ‘Unmatched’ Donor Support for March Madness Success
The opportunity for financial backing at BYU was a major draw for former NBA assistant Kevin Young, who took the role of head coach at the Mormon Church-affiliated school in Provo, Utah.
BYU alumni and donors have not had the chance to cheer for their team in a Sweet 16 game since 2011, when Jimmer Fredette led the team to national prominence. That will change Thursday when the No. 6 seed Cougars face the No. 2 seed Alabama Crimson Tide in Newark, N.J.
One major difference this year: The Cougars’ passionate fanbase has more influence than ever before in their success.
The Cougars’ current NCAA Tournament run is closely tied to the NIL era, which has allowed the school’s affluent donors to support the team in ways they couldn’t before.
This shift is a significant factor in why Kevin Young chose to leave the NBA and take the head coach job at the Mormon Church-affiliated university in Provo, Utah.
As NIL rules evolve with revenue-sharing on the horizon, Young predicts BYU’s supporters will grow in importance.
“As things become more regulated, it won’t just be a game-changer, it will be the foundation,” Young said. “One of the reasons I chose BYU was because of the fans and donors. The pride here is unmatched, with alumni who are incredibly successful and deeply committed to what the school represents.”
Among those alumni is Ryan Smith, co-founder of Qualtrics, a billionaire who owns the NBA’s Utah Jazz and other local pro teams. Smith is one of several major donors who have helped with resources and strategic advice for the athletic department. However, Smith clarified on X in December that he didn’t fund the recruitment of top prospect AJ Dybantsa, who is expected to receive an NIL deal worth between $5 million and $7 million to play for the Cougars.
Dybantsa’s advisor, Leonard Armato, told Sportico that some schools withdrew from the competition for Dybantsa’s services once the revenue-sharing discussions following the House v. NCAA settlement shifted from speculation to reality. These schools expressed concerns over saving for the upcoming financial changes, which may take effect by July.
But BYU is adapting to these changes while energizing its donor base.
“This sets a standard, and it’s better for BYU, especially compared to where we’ve been,” BYU athletic director Tom Holmoe said. “There has been a lot of money under the table for years, but with revenue-sharing, things will be different now. If Kevin and his team keep building on this, it’ll lead to continued success.”
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BYU previously competed as an independent in football but joined the Big 12 in 2023, a move that provides additional funds through Big 12 broadcast rights. Holmoe mentioned that this new revenue is being matched by increased donations to maintain competitive sports teams.
“The donors want to see BYU and the church respond,” Holmoe said.
The arrival of Dybantsa and the impressive performance of this year’s men’s basketball team, including freshman Egor Demin, who reportedly received over $1 million in NIL money, underscores BYU’s ability to offer elite athletes opportunities through its nonprofit collective, The Royal Blue. The combination of donor support and Young’s NBA experience makes Provo an appealing destination for aspiring NBA stars, even with BYU’s strict church-based honor code, which prohibits premarital sex, alcohol, tobacco, and marijuana use.
Alumni who have helped build the Silicon Slopes, the tech hub around Provo and Salt Lake City, are also a vital part of BYU’s NIL resources.
“If you head south on I-15 from Salt Lake, you see startup after startup, tech company after tech company, successful person after successful person,” Young said. “Most of them went to BYU, and that’s why this place is set up for success. I’m riding that wave.”
Even Jimmer Fredette, who now advises players like Trevin Knell, has joined Draper-based investment firm Tandem Ventures. BYU alumni have long supported each other in business, and this trend is expected to continue.
Royal Blue is also in talks with the university to potentially align with the new revenue-sharing model.
The media attention from this year’s basketball team’s success could further boost donations from the global BYU fanbase. “It gives us so much exposure,” Holmoe said. “You look at AJ coming in, the players we have now, and how well they’re playing together. Add in victories over Big 12 teams, and it’s a winning combination. Credit goes to Kevin, his staff, and the players.”
BYU is aiming for its first Elite Eight appearance since 1981, with Knell, Demin, and Richie Saunders—great-grandson of the Ore-Ida food empire—hoping to extend the team’s march on Thursday. They’re already setting up for next season, with potential No. 1 NBA draft pick Dybantsa set to join the team.
“When I took this job, I made it clear that I wanted to make BYU the best place for college basketball to develop players for the NBA,” Young said. “I believe we’re off to a strong start.”
