The BYU NIL Deal for Built Brands: What Inspired Nick Greer?

Looking back, Nick Greer’s relationship with BYU got off to a turbulent start.

After several attempts (four to be exact) to gain admission to his dream university, the future Build Brands owner and CEO finally achieved what he wanted: an acceptance letter from Brigham Young University. This tireless determination and resilience helped set the stage for Jarir’s successful career in business, which came complete on a warm August day last summer in Provo when his health and energy food company entered the Name, Image and Similarity (NIL) deals with the BYU Football Program.

Growing up, Greer’s unsuccessful ambition amid adversity often drew in the underdogs, who faced an uphill battle but were still ready to climb. As such, when it came time to forge an NIL agreement with BYU football, Greer, 45, and Built Brands sought to offer something to those in the program who needed the help the most, and who could really benefit from this new partnership — the walk-on, but More on that later.

year of change

As everyone knows, college sports have undergone massive changes in the past 12 months, the effects of which will be felt throughout the NCAA scene for years to come. Among the changes, the big dogs Texas, OklahomaAnd the USC and UCLA They gave up their long conferences and partners in favor of more flashy affiliations that could give them greater access to the College Football Playoff, and of course more money.

big brand Longhorns and Sooners made a boom in July 2021 as they fled to the greener pastures of the SEC, while this summer, campuses in Pac-12 suffered collateral damage as the Big Ten expanded their borders from the Northeast Coast to beachfront property in Los Angeles With the addition of USC and UCLA.

However, when it comes to significant changes in the college’s athletic ecosystem, the June 2021 Supreme Court decision to allow student-athletes to benefit from their name, image and form was arguably the most significant. The court ruling opened the door wide for dozens of college athletes who had never received their salaries before Cash in their name, picture and likenesswhere recruiters often go to the highest bidder.

As the new NIL changes began to permeate college sports, schools across the country took a leap, each looking for ways to take advantage of the new normal. As expected, the pursuit of high-level talent would be costly.

What about the little guy?

When Greer put Built Brands and BYU football center stage in the world of new college athletics, she did something unpredictable. something different, and BYU blasted the opportunity To partner with Jarir Company. Doing so gave both athletes an opportunity to compensate, most notably walking tours, and provide funds to pay school fees so that the athletes could better focus their time and energy on football.

“It raises the bar for everyone’s game,” Greer said of the impact of the Bill Brands NIL deal on BYU football. “Now that you’ve got 36 (walkers) taken care of in ways that haven’t been taken care of before, it raises their level of play. No matter what team, sport or company you work with, if there are others around you who are upping their game, it’s only natural To raise the level of your game. That’s the key. So it definitely raises the level of the game and the players and the level of play that BYU football and you’re going to play. I think it gives them more confidence.”

Greer and Built Brands have been preparing for their NIL moment beforehand.

“We’d been talking here for months and months before that about how to do something annoying, and that’s different, and that’s really unique,” he said. “We are all about those who are vulnerable. We all talk about walking — life paths. … And then when you hear about walking in BYU and the need there, it’s like, ‘Boom, we’ve made it. Alright, let’s go then. This is what we will do.”

Jarir’s attitude and enthusiasm are contagious.

“It’s a larger-than-life human being,” said Gary Veron, associate athletic director at Brigham Young University’s Student Athletic Experience. “He is a benevolent-minded person; very great; very generous.”


Nick Greer, CEO of Bilt Brands, sits at a desk made of the floor of a Marriott Center basketball court and poses for a photo in his office at Bilt Brands in American Fork on Tuesday, July 26, 2022. Build Brands LLC supports the BYU Cougars football program It has name, image, and similarity conventions with individual players.

Kristen Murphy, Deseret News

In Greer’s endearing fashion for the underdog, he focused on providing opportunities for those who worked as hard as everyone else but didn’t reap the same benefits, and he wasn’t alone.

BYU . coach Kalani Setaki Each of his players wanted to take advantage of their new financial opportunities as well.

“Since the beginning of the NIL discussion, I had hoped that the changes to the NCAA rules and regulations would provide a path forward for all players to benefit more from their name, image and likeness, particularly the trails they sacrifice so much to achieve,” Sitake said last year in a BYU press release. Wonderful.” “When Nick Greer called to tell me that Bilt was committed to entering into nothingness deals, which would pay enough money to cover tuition for the entire school year, I couldn’t hold back my feelings.”

“Kalani is all about these boys,” Greer said. “He is about these walkers and those who are vulnerable and unknown. He sees the potential in them. He sees them as great strengths. He wants to make sure that their talents are really built and maximized.”

Greer’s NIL Sitake partnership helps focus on building his players and maximizing their talent, knowing that Built Brands takes care of them all.

The NIL partnership benefits the players

Build Brands’ NIL’s deal with BYU footballers fulfilled Greer’s desire to do something disturbing, different, and unique, that’s for sure. The partnership was a seismic development in a landscape that experienced an outburst of changes.

While most companies and schools began to focus on high-profile athletes, Built Brands focused on unsung heroes.

“Those who’ve been on the walk or blue-collar — understand the grind and how much this means to people who may have been forgotten or left out of the equation or just not high profile people,” Veron said. “So embracing these players and honoring them in this way has been great.”

In fact.

“We did everything we had to do to make it work (financially),” BYU’s Talmage Gunther said during a press conference last year after the announcement. “Honestly, for me, it’s a pleasure to take time off work so I can pay for it, because I love being here.”

BYU football player Talmage Gunther discusses built brand name, image and similarity agreement with BYU

BYU football player Talmage Gunther discusses the built brands name, image, and similarity agreement with BYU during a press conference at the BYU Student Sports Building in Provo on Friday, August 13, 2021.

Scott J Winterton, The Desert News

But he couldn’t express enough how grateful he was for the no-oil deal, for he knew full well the burden that he and his wife would relieve.

“It was like, ‘Oh, thank God. My wife will be very happy. She doesn’t have to stress too much on the financial side.”

Gunther was not alone.

“About a third of our team members are married,” Veron said. “So of course, any kind of financial support will help alleviate some of the frustration and concerns about money and income.”

Greer hopes that the Built Brands nil deal will have a lasting impact on these players, prompting them to push it forward.

“These are young people who are going to go out into the world and change their lives,” he said. “Most of them will not play professional football. But what they will play is the game of life and what they will play affects the lives of others. If you can inspire them to do so, how good is this world?”

NIL Partnership Benefit From Build Brands

The partnership between BYU and Built Brands has not only made a positive impact on the lives of many BYU footballers, but also helped the company. Greer saw that his company was benefiting from NIL in several ways, although this was not the main reason he brokered the deal.

“Brand promotion was the follower, not the leader,” Greer said. “The leader was just trying to do the right thing. And you know, you put yourself in situations to do what’s right and it’s amazing what kind of results come from it.”

However, Greer admits that Built Brands has seen a surge of interest since partnering with BYU footballers. Many Cougars fans would love to support the company because she joined their team.

“In terms of exposure, it was pretty cool,” Greer said. “In terms of the bad reputation of the brand, it was great. I think the most important thing is that it showed people that we are loyal. … I think these fans at BYU, they are creating that affinity towards our brand. That emotional connection to our brand because of the way we promote it. With it, we help and we help the brand they love: this is BYU football.”

“People are still talking about it to this day,” Veron said. “When I go to conferences or talk to my colleagues across the country (they ask me about it). It’s one of the two or three most important stories of my first year from scratch.”

Jarir appreciates what the NIL partnership has done for him and Built Brands.

“The brand recognition has definitely been accelerated because of that and that’s great. This is something that really follows what we’ve done, and we’re thankful for this opportunity and for this exposure.”

BYU football and Built Brands teamed up, becoming entangled in a mutually beneficial cause. When the inevitable changes seemed predictably tilted in favor of the usual winners, the two came up with something unpredictable.

Something very much liked.


Nick Greer, Co-Founder of Built Brands, left, and BYU football coach Kalani Seatack greet each other during a press conference at the BYU Student Sports Building in Provo on Friday, August 13, 2021, where they discuss the name of the built brands, photo agreement And the similarity with BYU.

Scott J Winterton, The Desert News