USA TODAY Network via Reuters Connect
Oct 10, 2026 1:54 AM
A landmark partnership secures the largest philanthropic gift in school history, funding state-of-the-art facility upgrades, lucrative NIL deals, and an eventual stadium renaming for the Cougars.
In the ever-changing NIL landscape, the BYU Cougars keep winning.
On Friday, BYU Athletics and PV3 Enterprises announced a lucrative long-term partnership. This agreement includes a significant investment in football facilities as well as customized NIL opportunities. According to BYU, more than 40 current student-athletes already have agreements in place.
PV3 administrators Mark Hancock and Jason Murray have been long-standing supporters of BYU and have a deep connection to the program. In addition to the money associated with this partnership, PV3 is also committing to philanthropy, student-executive mentoring and long-term business partnerships to ensure the Cougars remain competitive in the evolving world of college football.
A major factor of this deal and how it will benefit Cougars players is directly related to providing potential brand partners. Wealthy donors certainly help the cause, but an expanding portfolio of businesses under the Pv3 umbrella introduces an increase in long-term viability. Some of the businesses already on board include a cycling company, restaurants, a golf course, and a marketing company.
As for the other side of the scale, PV3 will also gain a presence within the program. PV3 will receive prominent branding with the football program as well as an eventual stadium name change. From LaVell Edwards Stadium to “PV3 Field”. The deal is more than just branding and NIL money for players while they are players. The deal aims to create a path of financial and future success. Whether players move to the NFL or some other professional enterprise.
BYU and PV3 are aligned for sustained success
"We believe deeply in the mission of BYU and the impact its football program has on young men, the university and Cougar fans around the world," said Mark Hancock, principal of PV3 and a BYU alumnus (class of 99, then again 01). "This partnership reflects our long-term commitment to helping BYU football succeed, not just today, but for generations to come."
Jason Murray of PV3 believes in the platform and is offering the “full strength of the PV3 platform” to BYU athletics and specifically the football program. PV3 is a Utah-based investment and operating company. They provide capital and active ownership to build enduring businesses. PV3 partners with leadership teams to create sustainable growth. As a company, their principles of trust, wisdom, humility and stewardship align well with the existing culture of BYU football.
The BYU-PV3 partnership represents the single largest philanthropic commitment in Brigham Young University history. This landmark deal will do more than financially support players. It will move and evolve in a way that builds up several different aspects of the athletics operations.
The PV3 deal is only the largest and most recent partnership the Cougars have announced recently. BYU is one of only ten teams who currently have jersey patch endorsement deals. In July of this year, the program announced a partnership with Entrata.
The Utah-based tech company signed a multi-year deal to be the team’s jersey sponsor. In the same month, BYU announced BYU Continuing Education would be the jersey sponsor for all Olympic sports programs. Those jersey logos will debut in the 26/27 season for baseball, track, soccer and other Olympic sports.
The 8th-ranked Cougars are expected to compete for the Big 12 title and a college football playoff berth. BYU welcomes Iowa State to Provo on Friday night. That game will broadcast on ESPN with kickoff at 10:15 p.m. ET.
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