Built for BYU: Did Cougars change the game for NIL endorsements with Built Brands partnership?

Update: 2021-08-13

Description

BYU unveiled a groundbreaking partnership with Built Brands, LLC, an American Fork-based business that specializes in protein bars and energy supplements. The local company inked an individual sponsorship with each player, but specifically sponsored the Cougars' walk-on football players to endorse their product through practice gear, product placement and social media, in exchange for a year's worth of tuition for each player.

Did the first-of-its-kind deal change the game in the wild, wild west of name, image and likeness?

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