Jake Retzlaff, the first Jewish quarterback in Brigham Young University’s history, has entered into an NIL (Name, Image, and Likeness) deal with the kosher food brand Manischewitz, both parties announced on Thursday.
Retzlaff, who goes by the nickname “BYJew,” is one of just three Jewish students at the Latter-day Saints university.
A junior who was named the starting quarterback before the season, Retzlaff has guided the Cougars to a 10-2 record and a No. 18 national ranking. He has passed for 2,796 yards, 20 touchdowns, and 10 interceptions.
Founded in 1888, Manischewitz produces a variety of kosher products, including matzo, macaroons, and wine.
I grew up enjoying matzo with peanut butter as my favorite snack, and every Passover, my family and I made matzo pizza together,” he said in a press release. “During Chanukah, we had the tradition of making potato latkes. Now, at BYU, I’m able to share these traditions with my teammates. This partnership is about more than just football — it’s about building connections and celebrating Jewish pride in ways I never imagined.”
In a viral video announcing the partnership, Retzlaff can be seen performing football drills with a box of matzo.
Manischewitz stated it will produce limited-edition Jake Retzlaff Matzo Boxes to “celebrate the fusion of athletic achievement and cultural heritage.” Retzlaff will also share his story and connection to Manischewitz through video content on social media.