Jake Retzlaff, quarterback for the 18th-ranked BYU Cougars, has signed a sponsorship deal with Manischewitz, marking the first-ever NIL deal for the iconic Jewish food brand. This groundbreaking partnership highlights both Retzlaff’s unique position at BYU and his dedication to celebrating his Jewish heritage.
Retzlaff is making history as the first Jewish quarterback to play for the Mormon university, and he is also one of just three Jewish students currently attending the school, which has a student body of nearly 33,000 undergraduates. His presence at BYU has become a symbol of diversity and unity, and this partnership with Manischewitz will further amplify his story.
As part of the deal, Retzlaff will work with Manischewitz to share his personal journey in a series of video content produced by the brand. In these videos, Retzlaff will discuss his favorite recipes and holiday traditions, offering a glimpse into the cultural and culinary aspects of his faith.
He will also reflect on significant cultural touchstones of Judaism, providing viewers with an understanding of what it means to embrace Jewish traditions as a college athlete in a unique environment like BYU. In addition to the video content, Manischewitz will create limited edition matzo boxes featuring Retzlaff’s likeness, making this partnership even more special and personal.
While financial details of the sponsorship deal were not disclosed, it is clear that this collaboration goes beyond monetary gain. It is about representation, community, and sharing Jewish culture with a broader audience. Retzlaff spoke about the deal, saying, “I grew up with matzo with peanut butter as my favorite snack, and every Passover, my family and I made matzo pizza together. At Chanukah time, our tradition was making potato latkes. Now, at BYU, I’m able to share these traditions with my teammates.”
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Retzlaff’s journey at BYU has been about more than just football; it has also been about proudly embracing and sharing his faith. Utah, where BYU is located, has a Jewish population of less than 1%, making Retzlaff’s presence and influence all the more impactful.
Last year, Retzlaff organized the first-ever public lighting of a menorah in Provo during Hanukkah, a meaningful gesture that brought together Jewish students, local residents, and his teammates.
His willingness to embrace his heritage and educate others has earned him the affectionate nickname “BYJew” among the Cougars community, highlighting the positive connections he’s fostered at BYU.
On the field, Retzlaff has been a key contributor to the BYU offense. During his sophomore season, he has thrown for 2,796 yards and 20 touchdowns, along with 10 interceptions.
He has also been a threat on the ground, rushing for 388 yards and adding three scores. His skills and leadership have helped the Cougars to a successful 10-2 record in their second year in the Big 12 Conference.
Despite their impressive performance this season, BYU narrowly missed out on a spot in the Big 12 championship game after losing two of their last three games.
Arizona State and Iowa State are set to compete for the conference title on Saturday, while the Cougars await their bowl game invitation, eager for a chance to showcase their talent on the national stage.
Jake Retzlaff’s NIL partnership with Manischewitz is a testament to the power of representation and cultural pride. His journey as a Jewish athlete at BYU is not just about breaking barriers—it is about building bridges and creating an environment of understanding and unity.
With his leadership both on and off the field, Retzlaff continues to inspire those around him, using his platform to celebrate his heritage while making a significant impact in the community.
