Brigham Young University announced a formal partnership with PV3, the athlete management firm co-founded by former NFL quarterback Peyton Manning, to support its football program's name, image, and likeness operations. The deal comes nine months into BYU's second Big 12 season and 48 hours after the Cougars finished 9-4 with a bowl win, their best record since joining the conference.
PV3 brings professional athlete representation infrastructure to a program navigating the gap between its church-affiliated donor base and the open-market NIL economy now standard in Power Four football. The firm manages relationships across marketing, branding, and compliance—functions that matter when a linebacker's Mormon mission schedule intersects with a $50,000 local dealership deal. BYU does not operate a traditional collective in the Texas A&M mold; this partnership routes around that model by embedding management directly into the athletic department's workflow.
The timing is roster retention. BYU loses 14 starters to graduation and faces a spring transfer window where Big 12 programs are bidding on proven contributors with two years of eligibility. Defensive coordinator Jay Hill just left for Weber State; offensive coordinator Aaron Roderick is fielding calls. The PV3 announcement sends a signal to current players and high school commits that the infrastructure exists to monetize their profiles at the level SEC programs have normalized. It also gives position coaches a talking point when a recruit's father asks how NIL deals get structured in Provo, where the honor code bans alcohol and the student body skews toward single-income missionary families with limited sponsorship budgets.
PV3's client list includes NFL veterans and college standouts who have navigated both the traditional agency model and the newer NIL landscape. The firm's involvement suggests BYU is positioning for the settlement era, when schools may directly pay athletes as employees under frameworks being litigated in federal court. Schools that build compliance and payment infrastructure now will move faster when the NCAA's amateurism model collapses. BYU is betting that PV3's systems—built for professional contracts—translate to the coming college payment regime better than collectives run by boosters with car dealership money and no operational depth.
The Cougars signed the No. 42 recruiting class nationally for 2024, per 247Sports composite rankings, but jumped to No. 28 for 2025 after the strong season. Four-star quarterback Wyatt Lowe committed in November; three-star defensive end Sione Motuapuaka followed two weeks later. Both cited BYU's Big 12 schedule and development track record. Neither mentioned NIL in public statements, which is precisely the point. The PV3 deal keeps money conversations off the recruiting trail and inside a professional structure.
Watch for coordinator hires in the next 10 days—Hill's replacement will inherit a defense that returns six starters and needs a pitch for why they should stay instead of testing the portal. The spring transfer window opens April 16; BYU's retention rate will show whether PV3's infrastructure converts to roster stability. Big 12 media day is July 9 in Las Vegas; expect questions about whether the Mormon school can compete in NIL without compromising its denominational identity. The PV3 partnership is the answer: outsource the infrastructure, keep the honor code.
BYU's athletic director Tom Holmoe has 18 months left on his contract. He hired Kalani Sitake in 2016 and navigated conference realignment twice. The PV3 deal is his bet that professional athlete management translates to college football before the next realignment cycle begins.
The takeaway
BYU outsources NIL infrastructure to Manning's PV3 ahead of spring retention battles and the looming NCAA employment model.
Editorial & Disclosure Notice: This article was written with artificial intelligence from public sources and is published without individual human review. Artificial intelligence and other digital tools are also used for research, analysis, editing, formatting, and production. Errors, omissions, outdated information, or inaccuracies may occur. References to companies, brands, products, services, organizations, or individuals are for informational and editorial purposes and do not imply endorsement, sponsorship, affiliation, partnership, or approval unless expressly stated. All trademarks and other intellectual property remain the property of their respective owners. Opinions, analysis, estimates, and commentary are informational only and should not be construed as financial, investment, legal, tax, medical, procurement, or other professional advice. Information may be corrected, clarified, or updated after publication. Corrections or removal requests: jenny@pops4.com.
Want the 60-second program for your specific event?
Enter your event and email — we build it and send the branded proposal before lunch. No obligation.
The branded-identity layer Chiefs of Staff and heritage CMOs route through — your name imprinted on real authorized stock, your pick of 200+ brands and 70,000 products, shipped from one accountable house. Nine editorial desks publish the intelligence those operators read before they sign.
200+authorized brands
70,000products · virtual proof on each
9 deskspublishing daily
1997one house, since
70,000 SKUs · virtual proof in 60 seconds · no platform fee · blind-shipped · ASI #217876
Your next customer won't visit your website. Their AI will.
AI assistants have quietly taken over the first step of buying — they answer from catalogs they can read and shortlist whoever can actually ship. Two questions now decide whether you exist to that buyer: can a machine read your catalog, and can you fulfill the order. Most brands fail one or both and never find out why the orders went elsewhere. The winners of this shift aren't the loudest. They're the most readable. Build for the machine that's about to do the shopping.
Built by the craft floor — apparel, media, packaging, and secure print.
This trade runs on hands, not desks. Imprint manufacturing & Komori heritage press through approved vendors · Canon high-speed secure-media operations is a craft floor — genuine Six Sigma discipline applied to ink, thread, foil, and registration, where a hundredth of an inch is the difference between a brand that reads serious and one that reads cheap. POPS4 is built by exactly those operators: independent, boots-on-the-ground engineers who carry their own book, read a client in microseconds, and put their name on every run. Beyond our own Virginia Beach floor, we work with a vetted network of craft manufacturers across the US — each meeting the highest excellence in QC standards in the industry, each a specialist in its own discipline — so apparel, hard-goods imprinting, media manufacturing, packaging, and secure printing all go to the bench built for them, coordinated from one accountable hub. Short-run from twenty-five units, volume to five hundred thousand. Two hundred authorized national brands, seventy thousand SKUs with virtual proofing on every one. Art archived for instant reorders. Net-thirty corporate terms, NDA-standard white-label — your name on the work, or none at all.
Strategy, positioning, identity, creative, and messaging — wired into an AI system that publishes and distributes on its own. Nine editorial desks generate the authority, the production house ships the physical proof, and the attribution layer tells you which post sold which SKU. What you get is an operating layer — content, catalog, and order path under one roof — that keeps working whether or not you are in the room. Built for principals who would rather own the machine than rent the agency.
Named-account programs — one desk, quiet delivery, NDA-standard.
One point of contact who already knows the file, so nothing restarts from zero between engagements. The work ships blind, under NDA, with your name on it or none at all. Built for single-family offices, heritage-house CMOs, sports-ownership groups, and the agencies that white-label our production. The relationship is the product; the merch is the proof of it.
SFO · Chief of Staff desk. Principal household, properties, aircraft, yacht, calendar, philanthropy — one file.
Shop seventy thousand products. Virtual proof on every one. 24/7.
Drop your logo on any product and see the virtual proof before asking. Quote routes direct to the desk. MCP catalog for AI agents. Celeste for the fast conversation. Full self-service checkout in development.